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Key Takeaways
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Currently, Show Me Your Mumu has a large number of transactional pages targeting identical keywords, resulting in cannibalization of those terms. Because of this, many pages are competing against each other on the Search Engine Results Page (SERP), causing Google confusion as to which page to rank higher. By implementing proper canonical tags and internally linking these pages, we will be better able to tell Google which page is priority for our target term, and over time improve rankings for the most relevant page.
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Keyword Mapping executed on primary transactional pages for both Mainline and Bridal is already beginning to rectify some of the historic cannibalization, and is noted as such where relevant, however further optimization on lower priority pages (if applicable) may be necessary in order to further reduce instances of cannibalization.
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Next Steps/Recommendations
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Internal Linking Updates: Many of the pages with cannibalized keywords are similar shades of bridesmaids dresses by color PLPs. With updated internal linking structures SMYM can create deeper hierarchy structures to leverage general color PLPs as parent pages with various shade variation PLPs beneath. This will be done via in-content links on PLP on-page description sections.
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Create Net-New Collections: Some pages are competing on terms that are not relevant to either page, and would benefit from having a targeted collection created if inventory allows.
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Optimize/Re-Optimize Keyword Targets: In some instances, both pages are relevant for specific keyword targets, and would benefit from further segmentation of keyword targets by page to reduce overlap.
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