One page owns the keyword
Whether this page is the site's one clear candidate for the target keyword - or whether the site competes with itself for it.
Search engines pick one page per site to rank for a query. When two or more pages on the same site target the same keyword, they split relevance signals and internal links between them, and the engine may rank the weaker one - or hesitate between them and rank neither well. SEO practitioners call this keyword cannibalization, and it is invisible unless you compare the site's own pages against the live results.
When this is flagged
The report flags this when another page on the same site competes for the target query: a different URL of the site appears in the measured results for it, or the site's own coverage includes a page that serves the query better than the one under analysis.
How to fix it
Decide which page should own the keyword and commit to it. Consolidate overlapping content into the chosen page, point internal links at it with keyword-relevant anchor text, and re-target (or redirect) the rival page toward a distinct query it can own instead. Two strong pages targeting two different terms beat two weak pages fighting over one.
Learn more
- Internal linking - concentrating the site's own signals on the page that should win