Organic (search engine optimization) and paid search (or pay-per-click) have enough technical intricacies and strategic aspects to them to start with.
Keyword cannibalization is an issue that can make them even harder — and one that can be overlooked if your search engine optimization (SEO) and pay-per-click (PPC) efforts are siloed, contained within separate teams, or otherwise are not integrated to a level that allows you to understand, manage, and minimize it.
Keyword cannibalization is when there’s a conflict or overlap in your content, strategy,…