Content Cannibalization and SEO for Lawyers: What You Need to ... - JD Supra

No, this will not be a history lesson in the Donner Party. Instead, we’re delving into a modern dilemma that lawyers aiming to conquer the web need to understand: keyword cannibalization.

Sometimes, in the quest for SEO supremacy, you might unknowingly feast on your own digital offerings. This is called keyword cannibalization, and it’s a lose-lose situation.

In this article, we’ll simplify the complexities of keyword cannibalization in the context of SEO, identify its negative impacts on SEO, and provide actionable tips to ensure that your online strategy doesn’t fall victim to this gruesome phenomenon.

Understanding content cannibalization (with examples)

Most attorneys know that creating and optimizing content is crucial for effective search engine optimization (SEO). But all your great content can be undermined by a little-known phenomenon called keyword cannibalization. Yes, there is such a thing as too much content!

What is keyword cannibalization?

It’s when multiple pages on your website are competing against each other for the same target keywords and, ultimately, search intent. Search intent encapsulates scenarios where, even if you didn’t actively target specific keywords by adding them to the content, Google thinks the pages should appear in the same search result because the intended audience is the same regardless of what words you use on the page to satisfy that search intent.

The result of keyword cannibalization is fragmentation of traffic and dilution of...

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