what is keyword cannibalization?

Keyword cannibalization is something to take seriously as it can potentially damage your rankings for multiple reasons.
 
Keyword cannibalization (no matter how awfully terrifying it may sound) is a widely-spread website internal information structure problem that occurs when multiple sub pages are (heavily) targeting one and the same key term.
 
Keyword cannibalization in a nutshell: Google only shows 1 result from your site for any given query (unless it thinks you're REALLY relevant). That means you want the page that shows up to be the one with the greatest relevance and conversion potential. If you have multiple pages that target the same keyword, Google could end up confused and display the non-optimal page over your desired landing page.
 
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