In Search Console, inspect the Pages tab for an important query. Record each URL’s impressions, clicks, CTR, and position. A query-to-page table shows patterns that a single ranking snapshot can miss.
Signals to check:
— Two URLs get meaningful impressions for the same query, with no clear winner.
— The leading URL changes across comparable periods.
— A less relevant page gets clicks while the stronger page ranks too.
— Both pages target the same intent and repeat similar titles, H1s, or copy.
Multiple URLs are not automatically cannibalization. Google may match different pages to different intents or SERP features. Check the landing pages and query variations first. If the overlap is real, select one primary URL, consolidate or redirect weak duplicates, and point internal links toward it.
Recheck the mapping after changes. The goal is not one URL for every query, but a clear preferred page for each search intent.
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How to spot keyword cannibalization before two pages split the same search demand
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