Understanding the Question

When an interviewer asks, "What is your approach to keyword cannibalization, and how do you resolve it?", they are probing into your technical SEO knowledge and strategic problem-solving skills. Keyword cannibalization occurs when multiple pages on a website target the same or very similar keywords, which can dilute the page’s SEO effectiveness and confuse search engines about which page to rank for the queried term. Understanding this concept and demonstrating how to address it is crucial for an SEO Specialist.

Interviewer's Goals

The interviewer aims to assess several competencies through this question:

1. SEO Knowledge: Understanding of what keyword cannibalization is and why it's problematic.
2. Analytical Skills: Ability to identify keyword cannibalization within a website's content strategy.
3. Problem-Solving: Strategies you use to resolve or mitigate keyword cannibalization.
4. SEO Best Practices: Knowledge of current SEO tools and methodologies for optimizing website content.
5. Communication: Ability to explain technical concepts and your resolutions clearly and concisely.

How to Approach Your Answer

Your answer should reflect a structured approach, showcasing your methodology for identifying, assessing, and resolving keyword cannibalization. Here’s how you might structure your response:

1. Identification: Briefly explain how you identify keyword cannibalization, mentioning tools or methods you use (e.g., Google Analytics, SEMrush, or manual audits).
2. Assessment: Discuss how you assess the impact of cannibalization on the site’s SEO performance, considering factors like page authority, content quality, and user engagement metrics.
3. Resolution: Dive into specific strategies you employ to resolve cannibalization, such as merging similar content, using 301 redirects, adjusting the site’s architecture, or refining the SEO strategy to diversify keyword targets.
4. Monitoring: Mention the importance of ongoing monitoring and adjustment to ensure the issue is resolved and does not recur.

Example Responses Relevant to SEO Specialist

Here are two example responses that could resonate well during an interview:

Example 1:

"In my approach to keyword cannibalization, first, I conduct a comprehensive audit using tools like Ahrefs to identify pages that are competing for the same keywords. I assess which page has the most authority and relevance for the targeted keyword. Depending on the findings, I might decide to merge less performing content into the more authoritative page, ensuring a seamless user experience with 301 redirects. This not only resolves cannibalization but also strengthens the remaining page’s SEO. I then monitor the page’s performance to ensure the issue is effectively resolved."

Example 2:

"When addressing keyword cannibalization, I start by mapping out all content and their targeted keywords. This helps in identifying overlap. My resolution strategy often involves re-evaluating the content strategy to assign unique, relevant keywords based on search intent for each page. Sometimes, restructuring website content or improving internal linking can signal to search engines the hierarchy of pages, helping to clear the confusion. Continuous monitoring using Google Search Console ensures that the changes enhance the overall site performance."

Tips for Success

• Be Specific: Reference specific tools and methodologies you've used in the past.
• Showcase Results: If possible, include a brief case study or example where you successfully resolved keyword cannibalization.
• Stay Updated: Demonstrate your knowledge of the latest SEO trends and algorithm updates related to content optimization.
• Clarify Impact: Highlight how resolving keyword cannibalization positively impacts site traffic, user experience, and overall SEO performance.
• Communicate Clearly: Use clear, non-technical language to ensure your approach is understandable to all interviewers, regardless of their technical background.

Understanding and effectively communicating your approach to keyword cannibalization showcases your depth as an SEO Specialist, underlining your capability to navigate complex SEO challenges and contribute significantly to the optimization and success of a website’s SEO strategy.