Avoid Keyword Cannibalization ?

justinp95

Newbie
Mar 7, 2024
13
10
Hi guys,

I am building a new travel site and would really appreciate you guys help.

So, I am a bit confused in siloing my structure.

Let's say we write about destination A. I plan to have 3 parts:

- domain.com/destination/A (travel guide)
- domain.com/tours/A-tours (tours categories)
- domain.com/tours/B-C-A-1-day (detailed tour to visit B,C,A in 1 day).

How do I avoid kw Cannibalization in this case? Some of my top 10 competitors rank for "categories" and some rank for "detailed tours".

Thank guys very much in advance!
 
sounds to me like your Destinations page would be your most valuable category, and the one which you should aim to rank for (although it will probably be very hard if you're competing with big travel companies that target the same destinations as you). But this is the most logical way of siloing the site based on what you described so that's how I would do it.

So, I would have 5 main pages (or more if you need more of them, only you know your niche, I only suggest based on the info you've provided) in my main silo:

HOME
Destinations
Tours
Special Offers / Deals
Blog

The HOME page would have whatever you feel it's necessary / time-sensitive for people to access on your site (featured / sticky / popular blog posts or destinations, new / best deals, etc)

The Destinations page - like I said - is your main focus because you would list all of the destinations you cover with your company / site in here, with each destination having its own detailed and SEO-optimized page with 1000s of words worth of content and dozens / hundreds of images for each destination, and you'd talk about EVERYTHING that's relevant about that specific destination, including weather, restaurants, sightseeings, prices, hotels, tips for living and visiting the destination, proper social and cultural etiquette, etc...

You'd need to do a lot of research (not just keyword research, but you'll also need to learn everything about each place you cover with your Destination-specific posts in great detail, basically you'll need to know each destination that you cover as you'd know your own birth and living place), otherwise you'll probably be up against tough competition that beats you at this with everything else (better prices and deals, more professionalism, better site authority, etc). So, you do need to sweat to create the content for your Destinations category I'm afraid...

The Tours category would list all of the available tours, broken down by destination.
The Special Offers / Deals page would list all available offers, again broken down by destination.

Come to think of it, I think you could even group the 2 pages (Tours + Special Offers / Deals) together under 1 main page (Tours & Deals, for example), since the content that would go on these pages would be similar and shorter anyway than the content on your Destinations pages...

Yeah, I think it would be better to have Tours & Deals as the main page, and under this page you'd have 2 sub-pages (sub-categories), 1 named Tours, the other one named Special Offers and Deals... At least that's how I would do it, but I'm not familiar with the travel niche, so I\m not sure what kind of content you could put on these pages, but at the moment that's how I would silo the site...

Also, after the site is ready you would focus your backlinks on the HOMEPAGE (and use branded anchor texts), and on the Destinations page (using exact / partial match anchors, naked URLs and generic anchors).

The commercial pages (Tours and Special Offers / Deals) will probably never rank in google, so I wouldn't waste my time and backlinks with these pages since they don't provide too much information. I mean, they do provide valuable information, but for some reason google doesn't like commercial pages, so I doubt they'll rank any of your Tours / Special Offers type of pages, that's why I recommend to make these pages to appeal to people (since they are the ones who need to see and take these deals), ignoring any SEO on these pages and focusing on maximizing conversions.

You can (and should!) link to certain packages on these commercial pages from inside of your blog posts or Destination-specific pages, though. For example, if you create a 5000 words long post / page about Miami and put this post / page under the Destinations category (where it should go anyway), you can refer to the various Tours that are available in Miami and then link to the Miami-specific package that you talk about on your Tours & Deals related page.

Anyway, there is probably more pre-planning that I could have done, but I don't have the full picture of how you'd want the site to look like and which keywords you target, so I can't provide a more accurate siloing, but that's how I would silo the site if it was mine.

And avoiding keyword cannibalization is easy, generally speaking. Simply do not target the same keywords, or keywords with identical intent with 2 or more posts / pages, and you should be fine. Target your HOMEPAGE with your brand (if you have any), or with general terms (travel tips, travel guides, etc), and target the various posts / pages in the Destinations category with their main keyword (Miami Travel, or Miami Travel Guide, or whatever for your Miami destination, Paris Travel / Paris Travel Guide for your Paris destination, etc), and you'll be OK from a siloing perspective.
 
sounds to me like your Destinations page would be your most valuable category, and the one which you should aim to rank for (although it will probably be very hard if you're competing with big travel companies that target the same destinations as you). But this is the most logical way of siloing the site based on what you described so that's how I would do it.

So, I would have 5 main pages (or more if you need more of them, only you know your niche, I only suggest based on the info you've provided) in my main silo:

HOME
Destinations
Tours
Special Offers / Deals
Blog

The HOME page would have whatever you feel it's necessary / time-sensitive for people to access on your site (featured / sticky / popular blog posts or destinations, new / best deals, etc)

The Destinations page - like I said - is your main focus because you would list all of the destinations you cover with your company / site in here, with each destination having its own detailed and SEO-optimized page with 1000s of words worth of content and dozens / hundreds of images for each destination, and you'd talk about EVERYTHING that's relevant about that specific destination, including weather, restaurants, sightseeings, prices, hotels, tips for living and visiting the destination, proper social and cultural etiquette, etc...

You'd need to do a lot of research (not just keyword research, but you'll also need to learn everything about each place you cover with your Destination-specific posts in great detail, basically you'll need to know each destination that you cover as you'd know your own birth and living place), otherwise you'll probably be up against tough competition that beats you at this with everything else (better prices and deals, more professionalism, better site authority, etc). So, you do need to sweat to create the content for your Destinations category I'm afraid...

The Tours category would list all of the available tours, broken down by destination.
The Special Offers / Deals page would list all available offers, again broken down by destination.

Come to think of it, I think you could even group the 2 pages (Tours + Special Offers / Deals) together under 1 main page (Tours & Deals, for example), since the content that would go on these pages would be similar and shorter anyway than the content on your Destinations pages...

Yeah, I think it would be better to have Tours & Deals as the main page, and under this page you'd have 2 sub-pages (sub-categories), 1 named Tours, the other one named Special Offers and Deals... At least that's how I would do it, but I'm not familiar with the travel niche, so I\m not sure what kind of content you could put on these pages, but at the moment that's how I would silo the site...

Also, after the site is ready you would focus your backlinks on the HOMEPAGE (and use branded anchor texts), and on the Destinations page (using exact / partial match anchors, naked URLs and generic anchors).

The commercial pages (Tours and Special Offers / Deals) will probably never rank in google, so I wouldn't waste my time and backlinks with these pages since they don't provide too much information. I mean, they do provide valuable information, but for some reason google doesn't like commercial pages, so I doubt they'll rank any of your Tours / Special Offers type of pages, that's why I recommend to make these pages to appeal to people (since they are the ones who need to see and take these deals), ignoring any SEO on these pages and focusing on maximizing conversions.

You can (and should!) link to certain packages on these commercial pages from inside of your blog posts or Destination-specific pages, though. For example, if you create a 5000 words long post / page about Miami and put this post / page under the Destinations category (where it should go anyway), you can refer to the various Tours that are available in Miami and then link to the Miami-specific package that you talk about on your Tours & Deals related page.

Anyway, there is probably more pre-planning that I could have done, but I don't have the full picture of how you'd want the site to look like and which keywords you target, so I can't provide a more accurate siloing, but that's how I would silo the site if it was mine.

And avoiding keyword cannibalization is easy, generally speaking. Simply do not target the same keywords, or keywords with identical intent with 2 or more posts / pages, and you should be fine. Target your HOMEPAGE with your brand (if you have any), or with general terms (travel tips, travel guides, etc), and target the various posts / pages in the Destinations category with their main keyword (Miami Travel, or Miami Travel Guide, or whatever for your Miami destination, Paris Travel / Paris Travel Guide for your Paris destination, etc), and you'll be OK from a siloing perspective.
Hi,

Thank you very much for such a detailed explanation! Really appreciate it.

So, what I plan to do is pretty similar with yours.

I plan to have 4 main pages:

1. HOME: "A" Travel Guide - I try to make it into a travel guide hub, with links to some main articles about A: destination insides A, where to eat, things to do, tours,....

2. DESTINATION: In this page, I'll link to all the destination could be visit in A. we have B travel guide ,C travel guide, D travel guide.

3. TOUR: My main source of income. All the tours will be listed here. Special deals will have a badge on it. Will be divided into sub-page like B-Tours, C Tours, D tours. Different by filter (with their own permanent links).

4. BLOG: Supporting articles for all the mains articles in Homepage and others pages.

So. I am trying to see if I could ranking for a keyword like "B + Tours". At first, I though it would be a good idea to rank for "B travel guide" in DESTINATION. (Since I will put some suggested tours in the last part).

But since the intent is different between travel guide and tours, I plan to push the sub-page "B+tours" of Tour page instead. Do you think it'll make sense and will it be Cannibalization/Duplicate ?

Thank you very much!
 
1. HOME: "A" Travel Guide - I try to make it into a travel guide hub, with links to some main articles about A: destination insides A, where to eat, things to do, tours,....
when you say "A" are you referring to a location, or to the letter A??

Like, for example, let's say that by A you mean a place (let's say London). Will your homepage's title be "London Travel Guide", or will it simply say A Travel Guide and you'll be giving tips about traveling in general? This is what I'm trying to figure out :)

If "A" in the title refers to a specific location I think it's NOT a good idea to talk about that location on your homepage IF you cover other locations on the Destinations page that are not in the same country. At least I wouldn't do it like this...

But if you are indeed referring to the letter A, then what you're trying to do with the homepage could work...

2. DESTINATION: In this page, I'll link to all the destination could be visit in A. we have B travel guide ,C travel guide, D travel guide.
when I replied to you earlier I assumed that "destinations" means places... well, cities actually, like Miami, Paris, London, etc. But apparently you are referring to sightseeings inside of a certain location (city, town, whatever). So, which one is it? Because this information is pretty important when siloing a travel site, so do tell!

3. TOUR: My main source of income
if it's your main source of income you can be sure that google will try to destroy it. And I'm half joking :p

All the tours will be listed here. Special deals will have a badge on it.
I like the idea about badges, it's something that I never managed to implement in my sites but I wish I had. Really good idea :)

Regarding the tours, make sure to break them down by location and to sort them alphabetically (or by country if target multiple countries) to allow people to find them easier... Also, when I said this I assumed that your Destinations page talks about cities, that's when this configuration makes the most sense.

If your Destinations page talks about sightseeings instead... having the tours broken down by city makes no sense anymore. You'll have to figure out the best silo based on the locations you cover...

Will be divided into sub-page like B-Tours, C Tours, D tours. Different by filter (with their own permanent links).
again, when you say B-Tours you are referring to cities, right? Like, B could be Firenze, C could be Frankfurt, etc...

If that's the case, then yeah, it's basically what I said above (break down tours by city), so yeah, that's how I would go about it, too. But if the letters B, C, D, etc refer to something else please explain because the silo might changed based on what you're trying to silo...

And the yes, the tours having their own permalink is usually a good idea, so you probably need to have those permalinks...

4. BLOG: Supporting articles for all the mains articles in Homepage and others pages.
that's how I would do it, too, so nothing wrong here...

So. I am trying to see if I could ranking for a keyword like "B + Tours"
again, if by B you mean certain location (Paris, London, etc), then this will be a BRUTALLY HARD keyword to rank for. Without even checking the keyword in SEO tools I am pretty sure that such keywords have 100s of 1000s of monthly searches, and such keywords are usually targeted by all big travel and hoteling companies, I think you'll not manage to rank for such a keyword without million of $$$ in monthly SEO budget, no matter how good your SEO and siloing is :)

But if by B you are referring to something else that's easier and for which there are no big companies in top 5 then yeah, you'll have a chance. But in that case your silo might be different, because all of the tips I gave you so far are based on the assumption that the letters you use as example are actual cities. If they're not cities... well, I don't know then, I guess we have to rethink the silo...

But since the intent is different between travel guide and tours, I plan to push the sub-page "B+tours" of Tour page instead.
it's true, the intent between travel guide and tours is different, and if you wish to pair these 2 together the best would be to create a HUGE article (at least 5-6k words long) about the entire topic of [Whatever] Travel Guide.

But in this case, you would probably need another main page on your site (called Travel Guides), and on this page you would put all of your travel guides, while the Destinations page will simply list all of the locations you cover on your site, with 50-100 words of text beneath each destination. So, your Destinations page would become more like a image gallery of some sort, while your Travel Guides page will be your highest priority for rankings.

Actually, now that I've mentioned it, I actually think this is a better way to silo your site:

HOME
Travel Guides
Destinations
Tours
Blog

The HOME page would have whatever you want on it (just not a travel guide)...

The Travel Guides page would have 1 sub-page for each location you talk about on your site, and would be your main ranking priority and the focus of your link building campaign...

The Destinations page would list all of the destinations you talk about on your site, as an image gallery with some text beneath / near them, so you can link to their respective travel guides from....

The Tours page would have the tours with that special offer badge, just like you said...
The Blog page would be its own thing and your 2nd main ranking focus...

Do you think it'll make sense and will it be Cannibalization/Duplicate ?
Cannibalization only if you target the same keyword with 2+ different pages, and duplication if more than 70% of your content is identical on 2+ different pages, so I don't think you'll run into any of these issues...
 
Hi,

Thank you very much again for your detailed reply!

Yes. Sorry for keeping you confuse.

Thank you very much for all your suggestions! It's really helpful to me and I'll take closer look at all of it. I understand the competitive with others huge travel site so that's why I am trying to focus on 1 city only. I was inspired by this one here: https://www.introducingbangkok.com/ so I am trying to build the siloing based on what they've done.

"A" is the city (like Paris) and B,C,D (like Eiffel Tower) is the sightseeings inside A. My domain is https://explore"A".com so I am not plan to write about others cities in this site in the future.

So now the sub-page would be "Eiffel Tower Travel Guide" & "Eiffel Tower tours" for the Tour Page.

Would it make more sense for me to target homepage as "A (or Paris) Travel guide"? If not, could you help me to suggest what should I target for the homepage? Because since I am writing about city A, I am not sure what to target for homepage rather than the city guide itself.


And for link building campaign, do you have any suggestion for a new-born site and should I focus on Homepage/Destination Page or maybe add some extra into "Eiffel Tower tours" page too ?

Thank you very much once again!
 
well, this changes everything....

Would it make more sense for me to target homepage as "A (or Paris) Travel guide"? If not, could you help me to suggest what should I target for the homepage? Because since I am writing about city A, I am not sure what to target for homepage rather than the city guide itself.
Since you want to mimic that website the homepage can be a travel guide like you said. Since you're only targeting 1 city your method does makes the most sense indeed. But notice how the Bangkok website has links to many relevant sections (where to stay, where to eat, transfers, etc). They're doing a very good job at covering ALL of the topics (travel, sightseeing, maps, etc) that tourists are interested in, so make sure that you also cover these topics and that you also include links to those pages too from the homepage...

And for link building campaign, do you have any suggestion for a new-born site and should I focus on Homepage/Destination Page or maybe add some extra into "Eiffel Tower tours" page too ?
In this new scenario, your homepage will be your biggest traffic hub, so you want to focus your link building on building up the authority of the homepage, but also make sure to link to all of the related pages (maps, shopping, tours, etc) from the homepage and that you keep all of your pages free of nofollow and noindex tags so that the link juice can flow easily into those pages. You can nofollow the Contact, About, Privacy etc pages (basically the legal pages) if you want to save on some link juice, but it's not mandatory. But keep the other content pages d0follow'd and make sure they're crawlable and indexable so google can assess your topical authority properly...

As for backlinks, start off slowly (with just a few links per week) and only get the highest quality of links and point them to the homepage mostly (70%-30% would be a good ratio I think) to build up the authority of the homepage. And use branded anchors as much as possible... for the homepage at least. For the inner pages you can use whatever you want, just don't have most of the anchors of the same type, that's not good :)

If you're unsure how to go about link building check out this guide:
https://www.blackhatworld.com/seo/guide-how-many-links-per-day-week-or-month-should-i-build.1502403/
Thank you very much once again!
no problem! Good luck with the site! And try not to make your domain public, lots of baddies in the world that are eager to steal your niche or hack your site...
 
I htink people think too much about this kinda thing. If Topical authority is a thing why would "keyword cannibalization" be a thing? It goes against the purpose of topical authority.
 
If Topical authority is a thing why would "keyword cannibalization" be a thing? It goes against the purpose of topical authority.
topical authority means how well your site covers its main topic, while keyword cannibalization means having 2 or more articles targeting the same keyword. It's different :)
 
topical authority means how well your site covers its main topic, while keyword cannibalization means having 2 or more articles targeting the same keyword. It's different :)
I have multiple articles ranking for the exact same keywords. If anything it helps since it increases ur authority regarding said keyword, especially if they are slightly different in terms of the info each article provides & interlinked
 
I have multiple articles ranking for the exact same keywords.
from the same site??

If anything it helps since it increases ur authority regarding said keyword, especially if they are slightly different in terms of the info each article provides & interlinked
covering lots of relevant keywords does increase the authority, no arguing here. But having multiple pages from the same site (if that's what you meant) ranking for the exact same keyword is news to me.

Just curious if you don't mind me asking: how long has this been going on for (when did the different pages start ranking for the same keywords), and are all of the pages optimized with the same LSI terms?
 
Tailor your keywords to match the intent of each page—broad terms for your main destination guide, more specific for tour categories, and ultra-specific long-tail keywords for detailed tours. Use internal linking to guide search engines on which page to prioritize for certain queries. Regularly check rankings with "site:" queries to spot and resolve any cannibalization issues early. Keep each page's focus sharp to prevent overlap.
 
from the same site??


covering lots of relevant keywords does increase the authority, no arguing here. But having multiple pages from the same site (if that's what you meant) ranking for the exact same keyword is news to me.

Just curious if you don't mind me asking: how long has this been going on for (when did the different pages start ranking for the same keywords), and are all of the pages optimized with the same LSI terms?
I only really do it on a fully automated AI site, I messed up a few times and it wrote the articles for the same keywords but with different headings & content. I checked some of them that were bringing traffic and they're both ranking on first page. But keywords are mostly low competition, not sure how well it'd work in high competition keywords or if it even matters at all
 
I only really do it on a fully automated AI site, I messed up a few times and it wrote the articles for the same keywords but with different headings & content. I checked some of them that were bringing traffic and they're both ranking on first page. But keywords are mostly low competition, not sure how well it'd work in high competition keywords or if it even matters at all
ok...

How long has this been going on for? I'm asking because I think it might be due to the latest update that's messing a lot of stuff and, once the update is finished, you might lose the duplicates.

Regardless, lucky you! Ride the wave while it lasts :)
 
Hi guys,

I am building a new travel site and would really appreciate you guys help.

So, I am a bit confused in siloing my structure.

Let's say we write about destination A. I plan to have 3 parts:

- domain.com/destination/A (travel guide)
- domain.com/tours/A-tours (tours categories)
- domain.com/tours/B-C-A-1-day (detailed tour to visit B,C,A in 1 day).

How do I avoid kw Cannibalization in this case? Some of my top 10 competitors rank for "categories" and some rank for "detailed tours".

Thank guys very much in advance!
Just make sure each part of your site talks about different stuff related to destination A, like general info, types of tours, and detailed tour plans, so on that way, search engines won't get mixed up, and your site will rank better for all the different things people might be searching for.
 
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