Understanding the Impact of Google’s Algorithm Changes on SEO

by Ivan L.

Google, the leading search engine, has recently made significant changes to its ranking algorithm. This update has disrupted a fundamental aspect of search engine optimization (SEO). While some experts speculate it could be temporary volatility, there is a possibility that this change represents a permanent shift. In this article, we will explore the concept of keyword cannibalization, its implications for SEO, and the potential ramifications of Google’s algorithm changes.

The Concept of Keyword Cannibalization

Keyword cannibalization refers to the idea that Google prefers to display only one page per domain for the same search result. This means that if multiple pages on the same domain are targeting the same keyword, Google will choose only one page to display. Consequently, each domain has a limited opportunity to rank for a specific search term. This poses a common issue for website owners who create multiple pages targeting the same keyword in hopes of securing multiple positions on Google’s search results page.

The Problem with Multiple Pages

Having multiple pages targeting the same keyword can confuse Google’s algorithm. Google’s objective is to process a vast amount of data in a short period and provide an organized and relevant search experience. When confronted with multiple pages on the same domain targeting the same keyword, Google may struggle to determine which page is the most authoritative and relevant.

Furthermore, using dates in URLs can compound the problem. If URLs are constantly updated with new dates, Google sees them as fresh URLs, restarting their aging process. This can negatively impact a page’s search ranking, as Google prefers older, more established URLs.

The Solution: Merging Pages and Updating Content

Understanding the Impact of Google's Algorithm Changes on SEO

To address the issue of keyword cannibalization, it is recommended to merge multiple pages targeting the same keyword into a single page. By consolidating the content, website owners can make it easier for Google to understand the relevance and authority of their page. Moreover, merging pages allows the website to benefit from the accumulated backlinks that were previously dispersed among the multiple pages.

Instead of using dates in URLs, it is advisable to keep the same URL and update the content with the latest information. This way, the page can leverage the aging process and maintain its search ranking. However, it is important not to panic and change all URLs if they are already performing well. If a URL has been established for a significant amount of time and continues to generate traffic, it is best to focus on updating the content rather than altering the URL.

The Shift in Google’s Algorithm

Recent observations across various niches suggest that Google’s algorithm is no longer strictly adhering to the concept of keyword cannibalization. In some cases, the same website is obtaining multiple positions on the first page of Google’s search results. This reversal challenges the long-standing understanding of SEO practices related to keyword cannibalization.

Case Study: High VPN Niche

To illustrate the impact of keyword cannibalization and Google’s algorithm changes, let’s consider a case study in the VPN niche. A client in this niche experienced a significant increase in search rankings after implementing strategies to address keyword cannibalization. By merging pages and focusing on enhancing existing content, the client saw notable growth in website traffic, from 3000 visits per month to 13 000 visits per month. This increase in traffic was valuable for the client, who was able to reach their target audience and develop tailored products based on keyword research.

Analysis of Multiple Niches

Examining various niches provides further insight into Google’s algorithm changes. In some cases, prominent government organizations, such as gov.uk and the NHS, are obtaining multiple rankings for the same search query. This divergence from the traditional understanding of keyword cannibalization is unexpected. Additionally, in more competitive niches like home brewing and diabetes, the same websites are ranking multiple pages for identical search queries. These findings suggest a significant shift in Google’s approach to keyword cannibalization.


Google’s recent algorithm changes have challenged the longstanding concept of keyword cannibalization in SEO. The search engine is now allowing multiple pages from the same domain to rank for the same search query, contrary to previous practices. Website owners must adapt to these changes by merging pages targeting the same keyword and shaping their content to align with Google’s evolving preferences. While volatility and further updates may occur, it is crucial for SEO professionals to analyze their respective niches and adjust their strategies accordingly. By understanding and navigating these algorithm changes, website owners can optimize their search rankings and drive organic traffic to their sites.

Understanding the Impact of Google's Algorithm Changes on SEO


How can I monitor the impact of algorithm changes on my website’s SEO performance?

Continuously tracking your website’s SEO performance in the wake of algorithm changes can be pivotal. Utilize SEO tools like Google Analytics, SEMrush, or Ahrefs to monitor traffic, keyword rankings, and backlink profiles. To delve deeper into SEO analytics and impact monitoring, consider reading “SEO 2022: Learn Search Engine Optimization with Smart Internet Marketing Strategies” by Adam Clarke, which provides insights into leveraging analytics in SEO.

Is there a way to predict or stay ahead of future Google algorithm updates?

Staying abreast of Google’s algorithm updates can be challenging due to their proprietary nature. Regularly following authoritative SEO websites like Search Engine Journal, Moz Blog, or Google’s Webmaster Central Blog can keep you informed about potential updates and expert speculations. The book “The Art of SEO: Mastering Search Engine Optimization” by Eric Enge, Stephan Spencer, and Jessie Stricchiola offers comprehensive information on understanding and anticipating SEO trends.

What other on-page SEO elements should be considered to combat negative effects of algorithm changes?

Focusing on other on-page SEO elements like meta descriptions, header tags, image alt texts, and internal linking can significantly influence your page ranking. To garner more knowledge about on-page SEO, the guide “On-Page SEO: Anatomy of a Perfectly Optimized Page” on the Backlinko website offers an in-depth look at optimizing various elements.

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