AI-generated content has made it easier than ever to scale your blog, product descriptions, or landing pages. With powerful large language models (LLMs) like GPT-4 and Claude, and direct publishing via the WordPress REST API, businesses can now automate their entire content pipeline. From idea to published article, everything can run in minutes—not weeks.
But with great speed comes a silent, costly risk: content cannibalisation.
This common SEO issue is often overlooked, especially when using AI tools. Without clear strategy and structure, your own content starts fighting itself for rankings—leading to weaker search performance across the board.
What is Content Cannibalisation?
Content cannibalisation happens when multiple pages on your website target the same keyword or satisfy the same search intent. Rather than boosting your authority, these pages compete against each other in Google’s eyes.
Here’s what happens:
- Your site sends mixed signals about which page should rank.
- Google splits ranking power across multiple pages.
- Link equity is diluted.
- Your CTR drops because the “wrong” page is shown in search results.
For example, if you run a travel blog and create five articles about “Modena food tours,” each with slightly different titles, Google may not know which one to prioritise—so none of them perform well.
Why AI Makes It Worse
AI tools are designed to write quickly and optimise for keywords—but not to build a long-term SEO architecture.
Let’s say you prompt your AI to write 10 blog posts about culinary tourism in Modena. It gives you:
- “Best Food Experiences in Modena”
- “Modena’s Top Parmesan Cheese Tours”
- “What to Eat in Modena: A Local’s Guide”
- “Modena Walking Food Tour Itinerary”
- “Where to Taste Traditional Balsamic Vinegar”
To a human, these may seem different. To a search engine, they’re all variations of the same intent: people looking to book or research a food tour in Modena.
When published without structure, they cannibalise each other—and instead of ranking first, they all rank 50th.
Signs Your Site Is Cannibalising Itself
- Keyword fluctuations: Rankings bounce up and down because Google isn’t sure which page to rank.
- Wrong page ranks: An outdated or thin post appears instead of your best one.
- Multiple pages ranking low: You’ve got several pages showing up in positions 30–50 instead of one in the top 10.
- Low CTR: Users skip your link because it doesn’t match their query, even though you’ve covered the topic better elsewhere.
How to Avoid Cannibalisation in an AI Workflow
The solution isn’t to stop using AI—but to pair automation with strategy. Here’s how:
1. Keyword Mapping First
Before generating content, map your core keywords. Assign one page per keyword and treat that as your “pillar” content. Avoid duplicating the same intent across multiple posts.
2. Refresh Instead of Republish
One of the biggest mistakes is publishing new articles to replace old ones. That creates more competition within your own domain. Instead:
- Update the original with better content, recent stats, and stronger formatting.
- Improve internal linking and metadata.
- Add new media like images or video to boost engagement.
Refreshing maintains your page’s authority and signals relevance to Google without splitting ranking power.
3. Cluster Content by Intent, Not Keyword
Search engines care about user intent, not exact keyword matching. Focus on creating content hubs around broad topics. Example:
- Pillar: “Complete Guide to Modena Food Tours”
- Supporting: “History of Parmigiano Reggiano,” “Balsamic Vinegar Tasting Etiquette,” etc.
Each supporting page should answer a distinct sub-question, linking back to the main article.
4. Internal Linking Strategy
Internal links help Google understand your content hierarchy.
- Always link supporting content to the pillar page using consistent anchor text.
- Don’t let AI decide links at random—review them manually.
- Update old pages with new links to reinforce relevance.
If you want Google to rank your best page, you need to guide it clearly—internal links are one of the strongest signals you have.
How to Fix Existing Cannibalisation
Already have too many similar posts? Here’s how to clean up:
- Audit your content using tools like Ahrefs, Semrush, or Screaming Frog.
- Merge or consolidate overlapping articles into one.
- 301 redirect the old versions to the new, stronger post.
- Deindex thin or outdated AI-generated content if it adds no value.
- Reinforce internal links to push authority to the right place.
Final Thoughts
AI is a game-changer for content creation. It can save time, reduce costs, and help you scale faster than ever. But content cannibalisation is the hidden cost if you automate without a clear plan.
Every time you hit “generate,” ask:
- Does this page serve a unique purpose?
- Is there already something on my site targeting this intent?
- Should I refresh instead of writing from scratch?
The goal isn’t to publish more—it’s to publish smarter. Refresh, consolidate, and build around your pillars. Let AI help you scale—but let humans guide the strategy.
Need help fixing cannibalisation on your site or automating content with structure? Let’s talk.