Are you cannibalising your own SEO?

Are you competing with yourself for search engine rankings?

I had a conversation with a client last week about whether she should continue to write all her articles on Substack, or copy and paste them into her blog, or just blog.

Likewise, LinkedIn wants us to use its newsletter function but then we know it's important to have our own mailing list and newsletter too.

Confusing, right?

As entrepreneurs, we’re told to “show up everywhere” to grow our audience and expand our reach. And while diversifying your platforms can be powerful, it can also come with a hidden risk: SEO cannibalisation!

When your content is spread too thin across multiple domains, search engines don’t know which site to prioritise. Instead of boosting your main website’s authority, you’re diluting your visibility and competing with yourself in search rankings.

So, how do you fix it?

Well, I believe your website is your digital home. It's the heart of your brand, your expertise, it's where your customers feel 'at home' and it's not owned by a third-party tech billionaire. (Sorry, couldn't resist that! )

Whenever possible, host your key content on your main domain to strengthen your site’s authority. If you are using third-party apps for things like online courses, try and consolidate everything under the one roof, if you can. When you've got your website in one place and sales pages in another...where do you drive the traffic to? This is when you can end up cannibalising yourself.

• Centralise your content. Whenever possible, host your key content on your main domain to strengthen your site’s authority. For example, move your course sales page to your website rather than a third-party platform. You can link to checkout on the 3rd party platform, but try and keep the main sales page on your website

• Maintain consistency. Blogs, articles, and valuable content should primarily live on your website. Use other platforms and social media to tease, share, and amplify, but always point back to the source.

• Consolidate your branding.
  Scattered platforms often lead to inconsistent branding, which can confuse both your audience and Google. Make sure your design, messaging, and calls-to-action are consistent across all platforms and always point back to your website as the “home base.”

• Monitor your analytics.
  Use tools like Google Analytics to see where your traffic is coming from, and where it’s going. If you notice a lot of drop-offs to other platforms, ask yourself: can I bring this content back in-house?

  Your website is more than just a digital brochure. It’s a powerful asset for building authority, attracting your ideal clients, and guiding people through your customer journey. When you make it the hub of your online presence, every blog post, sales page, and piece of content works together to amplify your visibility.

Are you unintentionally spreading your content too thin?

Take a moment today to assess:

• Where are my most valuable pieces of content living?

• How can I create stronger connections between platforms and my website?

• What’s one step I can take this week to centralise my content and boost my SEO?

Let’s work smarter, not harder. Because your message deserves to be seen, and your website deserves to shine.

Oh, and what did I tell my client who wanted to keep blogging on Substack?

I suggested she consider it like a Podcast or a YouTube Channel, a place to show her expertise but ultimately she should use it to send readers back to her website….to buy! After all, if there is no conversion, there’s no business!