South Africa, Oct. 13 -- In my work, I've been noticing this trend more frequently during our content audits and strategy sessions. And while the goal is usually positive - to boost traffic and improve keyword rankings through search engine optimisation (SEO) - the outcome often misses the mark, resulting in content that doesn't perform well or resonate with human audiences.

What is keyword cannibalism?

In practical terms, if a brand publishes two blog posts on "the best running shoes" and a separate but related piece entitled "top running shoe reviews", they are all optimised for the same term; they may be slightly different, but not definitive.

A search engine might see them as duplicates, not knowing which one to rank. Instead of a ...