What is Keyword cannibalisation?
Keyword cannibalisation happens when two or more pages on the same website target the same search query and intent, so they compete with each other and Google is unsure which to rank. Hospital sites often suffer it between a treatment page, several blog posts on the same topic, and city or unit copies of one page.
Why it matters for hospitals
When pages split signals, none of them ranks as well as one strong page would, and the page that does rank may be an old blog post rather than the bookable treatment page. Fixing it often lifts rankings without writing anything new.
How to put it into practice
- In Search Console, look for queries where several of your URLs swap positions over time.
- Decide one primary page per query and intent, usually the treatment or doctor page for action queries.
- Merge overlapping posts into the primary page and redirect the old URLs.
- Differentiate pages that should stay separate, for example by location or by patient question.
- Adjust internal links so they point to the chosen primary page.
The common mistake
Responding to a ranking drop by writing yet another article on the same topic, adding a new competitor inside the site.
An illustrative example
A hospital had a cataract surgery page and six blog posts on cataract surgery cost. Merging the posts into one cost section on the main page and redirecting them brought that page onto the first results page. (Composite example, not a specific hospital.)
Related terms
Further reading
Part of the healthcare growth and digital glossary. Last reviewed 7 October 2026.