How do I know if my law firm's website has content cannibalization?

The most reliable indicator is checking Google Search Console's Performance report: filter by a specific target query and see if multiple pages from your site are receiving impressions. If two or more pages appear for the same query, they are competing. For AI-specific cannibalization, run your target queries through ChatGPT, Perplexity, and Google Search (to trigger AI Overviews) and check whether your site is being cited at all. If competitors with similar content quality are cited but your firm is not, content architecture confusion may be the cause.

Is content cannibalization the same as duplicate content?

Not exactly. Duplicate content means two pages have identical or near-identical text — this is a technical issue often caused by CMS misconfigurations, URL parameters, or syndication. Content cannibalization is a strategic issue where pages with different content nonetheless target the same keyword or user intent. Both problems reduce visibility, but they require different solutions: duplicate content is fixed with canonical tags and redirects, while cannibalization requires content strategy restructuring.

Can content cannibalization affect my firm's visibility in ChatGPT or Perplexity?

Yes. AI platforms like ChatGPT and Perplexity use search indexes and retrieval systems to select which sources to cite in their responses. When your site presents multiple pages on the same topic, the retrieval system encounters ambiguity about which page best represents your firm's authority. Microsoft's Bing Webmaster Blog confirmed in December 2025 that LLMs cluster near-duplicate URLs and select only one representative page — meaning the other pages in the cluster are effectively invisible.

Should I delete pages to fix cannibalization, or is there a less aggressive approach?

Deletion should be a last resort. The preferred remediation hierarchy is: (1) differentiate intent — update the competing pages so each targets a distinct query set; (2) merge and redirect — combine the best content into one page and redirect the other with a 301; (3) restructure into hub-and-spoke — assign one page as the hub and convert others into supporting spokes with distinct subtopic focus. Deletion is only appropriate when a page has no unique value, no backlinks worth preserving, and no traffic.

How does hub-and-spoke architecture specifically help with GEO and AEO?

Hub-and-spoke architecture gives AI platforms a clear signal about which page represents your topical authority. When an LLM encounters a query about personal injury claims, a well-structured hub page that links to and is linked from multiple spoke pages demonstrates comprehensive coverage. The internal linking pattern tells the AI that this hub page is the most authoritative entry point for the topic. For AEO specifically, spoke pages that each target a distinct question or subtopic provide clean, unambiguous answers ideal for featured snippets and AI Overview citations.

How often should I audit for content cannibalization?

For most law firms, a quarterly audit is sufficient for established content. However, any time you publish new content — particularly blog posts or location pages — you should check within 2 to 4 weeks whether the new page is cannibalizing an existing page. The AI platform testing component (running queries through ChatGPT, Perplexity, and Google AI Overviews) should be done monthly, as AI citation patterns can shift more quickly than traditional search rankings.

2 - 2026 - Intercore Technologies

Content Cannibalization Guide

What Is Content Cannibalization? Traditional SEO Cannibalization Explained How Cannibalization Differs Across SEO, GEO, AEO, and AIO Why Content Cannibalization Is More Dangerous in AI Search How LLMs Select Representative Pages The Microsoft/Bing Duplicate Content Warning Click-Through Rate Impact When AI Overviews Appear Common Cannibalization Patterns in Law Firm Websites How to Audit Your Site for Cannibalization The Hub-and-Spoke Solution Remediation Strategies Measurement Framework Frequently Asked Questions 🔑 Key Takeaways Content cannibalization occurs when multiple pages on the same website compete for the same keyword, query intent, or AI citation opportunity — splitting authority instead of consolidating it. In AI search, the stakes are higher: Microsoft confirmed in December 2025 that LLMs group near-duplicate URLs into clusters and select only one representative page, meaning cannibalized pages may be excluded from AI-generated answers entirely (Bing Webmaster Blog, December 2025). Organic click-through rates dropped 61% on queries where Google AI Overviews appeared, according to Seer Interactive’s analysis of 3,119 queries across 42 organizations … Learn More

Day: February 11, 2026

Content Cannibalization Guide

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