Untangling Content Cannibalization to Restore Rankings and Conversions
The Challenge
After the algorithm update, traffic declined sharply. Our audit revealed several key problems:
• Multiple pages were targeting the same keywords, leading to severe cannibalization.
• Site migration had resulted in the deletion of ranked content without redirects.
• There was no internal linking strategy to support page authority and navigation.
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• The website had bilingual content but lacked proper language-specific URL structures, causing confusion for search engines and users alike
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Our Approach
AdCrowd conducted a comprehensive audit and content mapping exercise that went beyond surface-level checks. What we uncovered was the root of their ranking issues: severe content cannibalization and structural confusion.
Keyword Cannibalization Fixes
We consolidated and restructured pages to eliminate internal competition and clarify keyword targets.
Redirect Implementation
Previously ranked pages lost during migration were recovered or redirected to preserve link equity.
Internal Linking Strategy
A logical internal linking framework was introduced to enhance crawlability and improve user experience.
Bilingual URL Structuring
We implemented proper hreflang tags and language-specific URLs to support better indexing in both markets.
Client Win Story
Restored and Improved Rankings
The site regained top positions in both the U.S. and Canada, ranking for high-intent industry keywords.
Organic Traffic Recovery
Traffic levels returned to and exceeded pre-update levels within a few months.
Improved Site Architecture
Clear navigation, optimized URL structure, and strategic linking resulted in better crawl depth and longer user sessions.