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Keyword cannibalization tool

This free keyword cannibalization checker reads a Search Console export with queries and pages. It lists the searches two or more of your pages split between them, and which pages collide most. No sign-up, and your data stays in your browser.

Short answer

Keyword cannibalization is two or more of your pages showing up for the same search and sharing its impressions and clicks. It costs you when the pages take turns or neither reaches the first page. It's fine when both rank near the top together. Paste a table of queries and pages into the tool below to see which searches your pages split.

One row per query and page, header row included, up to 50,000 rows. Paste from a spreadsheet or a CSV file.

Example export from a made-up coffee site. Replace it with yours.

Skip queries under

Queries
11
Split queries
5
Pages in splits
7
  • Read queries from Query, pages from Page, impressions from Impressions, clicks from Clicks, position from Position.

Pages that compete most

Each pair splits these queries. Start with the top pair: merge the two pages, or give each a different job.

  1. /best-espresso-machines

    /espresso-machines-under-500

    2 queries: best espresso machine, best espresso machine for home. /best-espresso-machines gets 58% of the pair's impressions on them.

  2. /cold-brew-ratio

    /how-to-make-cold-brew

    1 query: cold brew ratio. /cold-brew-ratio gets 57% of the pair's impressions on them.

  3. /coffee-to-water-ratio

    /cold-brew-ratio

    1 query: coffee to water ratio. /coffee-to-water-ratio gets 78% of the pair's impressions on them.

  4. /coffee-to-water-ratio

    /french-press-ratio

    1 query: coffee to water ratio. /coffee-to-water-ratio gets 80% of the pair's impressions on them.

Split queries (5)

  1. best espresso machine

    2 pages · 12,700 impressions

    • /best-espresso-machines60%

      7,600 impr. · 90 clicks · pos. 9.8

    • /espresso-machines-under-50040%

      5,100 impr. · 60 clicks · pos. 11.2

  2. coffee to water ratio

    3 pages · 8,000 impressions

    • /coffee-to-water-ratio65%

      5,200 impr. · 150 clicks · pos. 4.0

    • /cold-brew-ratio19%

      1,500 impr. · 18 clicks · pos. 14.0

    • /french-press-ratio16%

      1,300 impr. · 16 clicks · pos. 15.2

  3. cold brew ratio

    2 pages · 7,400 impressions

    • /cold-brew-ratio57%

      4,200 impr. · 120 clicks · pos. 6.1

    • /how-to-make-cold-brew43%

      3,200 impr. · 50 clicks · pos. 8.5

  4. french press ratio

    2 pages · 5,000 impressions

    • /french-press-ratio52%

      2,600 impr. · 75 clicks · pos. 5.0

    • /how-to-use-a-french-press48%

      2,400 impr. · 70 clicks · pos. 5.6

  5. best espresso machine for home

    2 pages · 3,600 impressions

    • /best-espresso-machines53%

      1,900 impr. · 30 clicks · pos. 8.0

    • /espresso-machines-under-50047%

      1,700 impr. · 22 clicks · pos. 9.5

Serpwright reads the same query and page data straight from Search Console. When it suggests new articles from that data, it skips searches one of your pages already ranks in the top 20 for. Then it writes the ones you approve.

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How to get the right export

The tool needs one table with a row per query and page. Search Console's Export button saves them apart, so use one of these.

  1. Looker Studio (free)

    Add the Search Console connector, pick your site and the URL Impression table, then build a table with Query and Landing Page as dimensions and Url Clicks and Impressions as metrics. Export it as CSV.

  2. Search Analytics for Sheets

    A Google Sheets add-on with a free plan. Group by Query and Page, run the request for the last 3 months, then copy the sheet or download it as CSV.

  3. One query in Search Console

    No export needed. In the Performance report, add a filter for the query, then open the Pages tab. Two or more pages with real impressions there is a split.

  4. Semrush or Ahrefs

    Their organic keyword exports list each keyword with a URL that ranks for it. They work if the export includes every ranking URL, not only the top one. Their traffic numbers are estimates, so the check uses positions: two pages in the top 20.

What the tool shows

For your export, or the example it opens with, the result has four parts.

  1. Three counts

    The queries it checked, the queries two or more of your pages split, and how many pages are in those splits.

  2. Pages that compete most

    Pairs of pages that split the same queries, the pair with the most shared queries first. Each pair shows a few of its queries and which page gets more of the pair's impressions or clicks on them (or ranks higher, with positions only).

  3. Split queries

    Each split query, the biggest first (the best ranked, with positions only), with every page that shows for it: its share and the impressions, clicks or position your export has. Pages under 10% (or outside the top 20) are in gray, so you still see them.

  4. A list to work from

    Copy the split queries as CSV or download them. When the export has impressions or clicks, the tool skips queries under 10 impressions (or 1 click) at first, so the list holds the searches worth fixing. Choose None to check every query.

How to read the result

And what to do with a split.

  1. What counts as a split

    A query is split when two or more of your pages each get at least 10% of its impressions. A second page with a few impressions is normal and isn't flagged. With positions only, a split is two pages in the top 20.

  2. When it costs you

    Clicks and links that could build one strong page are spread over two. Watch for pages that take turns on a query, a query where neither page reaches the first page, or the wrong page showing for a search.

  3. When it's fine

    Two pages both in the top few results take two spots on the page. A product page and a guide can also serve different people searching the same words. Leave those alone.

  4. What to do

    If the two pages answer the same question, merge them into the stronger one and redirect the other to it. If they answer different questions, change each page's title and headings to fit its own search, and link from one to the other.

What Google says

What Google's documentation says, checked October 30, 2026, and what it means for a split.

  1. Two listings from one site is the usual limit

    Google's site diversity system generally won't show more than two listings from the same site in its top results, though it may show more when that is especially relevant to a search. For a split, that means a third page aimed at the same search usually won't get a third spot.

  2. A split can be two spots at once

    In data grouped by page, Search Console counts an impression for each of your URLs that shows, so two pages that appear together both get the impression. For a split, that means two pages can both have impressions on a query without taking turns. Check their positions before you merge anything.

Sources: A guide to Google Search ranking systems, Search Console Help: What are impressions, position, and clicks?.

New articles that don't compete with your own pages

Serpwright reads your Search Console data, finds the searches your site shows up for but has no page for, then writes and publishes an article for each one you approve.

  • When it suggests articles from your Search Console data, it skips searches where one of your pages already ranks in the top 20.
  • It compares its strongest Search Console topics with the pages you already have and drops any that are too close to one of them.
  • Articles publish to WordPress, Webflow or Shopify with internal links to your related pages.
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3 days free, no card.

Questions

What is keyword cannibalization?
Two or more pages on your site showing up for the same search and sharing its impressions and clicks. Often neither page ranks as well as one complete page would.
What does a keyword cannibalization tool do?
It reads which of your pages show up for which searches and lists the searches where two or more pages share the results. This one reads a Search Console table of queries and pages, flags each split query, and ranks the pairs of pages that compete most, so you know which pages to merge or retarget first.
Do I need a paid SEO tool to find keyword cannibalization?
No. Search Console already records which of your pages showed for each search, and this tool reads that data for free. Its numbers are Google's own counts for your site, not estimates.
Can I paste the export from Search Console's Export button?
Not on its own. The Export button saves queries and pages as separate tables, so nothing in it says which page got which query. Use Looker Studio or the Search Analytics for Sheets add-on to get one table with both, or check a single query by filtering the Performance report and opening the Pages tab.
How does the tool decide a query is split?
It groups your rows by query and adds up each page's impressions (or clicks, when the export has no impressions). A query is split when two or more pages each get at least 10%. A link to a section of a page (#part) counts as that page. With positions only, a split is two or more pages in the top 20.
Is keyword cannibalization always bad?
No. Two of your pages in the top few results is a good result, and two pages can serve different needs behind the same words. It's worth fixing when the pages take turns, when neither reaches the first page, or when the wrong one shows.
Should I merge the pages or use a canonical tag?
Merge when both pages answer the same question: move the useful parts into the stronger page and redirect the other one to it. Use a canonical tag when both pages must stay, such as near-identical product variants, to name the main one. When the pages answer different questions, keep both and retarget their titles and headings.
How much data can I check?
Up to 50,000 rows at once, pasted or opened from a CSV file. Rows for the same query and page, such as one per day, are added together.
Does this tool save my data?
No. The check runs in your browser and your export is never sent to us. We count one anonymous use of the tool per visit, with whether a split was found and what the export measured, never your queries, pages or numbers.