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Keyword Keyword Cannibalization Case Study: Diagnosing & Fixing Search Intent Conflicts (Professional SEO Project)


A train with cars that are trying to eat each other, with a similar vibe to School House Rock's Conjunction Junction What's Your Function song. The image reads KeyWord Cannibalism & How SQL can help

After implementing structured schema markup, improving page speed, and optimizing metadata for the PetsRPals candle listings, we expected to see improved organic traffic and conversions. However, performance data revealed an unexpected issue.

High intent search is not yielding conversions

Two of the brand’s top-selling candles in physical retail locations — the Catnip Candle and the Pet-Safe Apple Candle — were significantly underperforming online. This was surprising because search data shows that these products also receive the highest number of high-intent branded searches, including queries such as:

  • “PetsRPals catnip candle”
  • “pet safe PetsRPals apple candle”

High Bounce Rate, Low Engagement & Low Session Time

Search Console data confirms that users are in fact clicking on PetsRPals search results. However, behavioral analytics indicate that many visitors leave the site shortly after landing. Over a 30-day analysis period, the candle product pages showed unusually weak engagement metrics.


Metric Value Ecomm Benchmark
Bounce Rate 78% 40–55%
Average Engagement Time 22 seconds 1–2 minutes
Average Session Duration 31 seconds 1.5–3 minutes
Conversion Rate 0.4% 2–3%

These metrics suggest that users are not finding the content or product page they expected when arriving from search results. A high bounce rate combined with extremely short session durations often indicates that the landing page does not match the user’s search intent.

Further investigation revealed that many users searching for specific candle products were frequently landing on the Jasmine & Lavender candle page instead of the intended product pages. This misalignment between search intent and landing page relevance may indicate a keyword cannibalization or canonicalization issue.

Objectives

  1. Create a sample SQL script to scan search performance data and detect potential keyword cannibalization across PetsRPals product pages.
  2. Implement canonical tags for the candle products in the previously created JSON file to help search engines identify the correct primary page for each product.

JSON-LD Sample Text for Line of Candles


-- SQL content preserved exactly
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