Cannibalization is super complicated.
It's one of the most complicated things about SEO and it's the most common mistake is that people believe this is true. Cannibalization means I have focused on the same keyword with two pages. That is absolutely not what cannibalization is. If you have a team or an SEO that is communicating that you only should have one page for each keyword.
I have a bus back to 2010 and I'll buy their ticket, allright? It's not true. It's damning for your company. It puts you at a huge competitive risk. In large organizations this can also manifest in, "My team owns this word, you're not allowed to write about it." Okay. This actually happens at large three letter companies. Oh, my team owns CRM. No. I get to write about CRM. Okay. That has a terrible impact on the bottom line. But the reality is you may need to write 100 pages about one particular keyword in order to have the luxury of having Google's favorite intent for the users location, the user's search history, the user's behavior.
If the user is logged in your page may show. When they're not, it may not. To be able to be there and every place you possibly can, you need to cover a lot of different types of users and learners. You have to cover it with long content, short content, visual content, video content for beginners and for experts.
Okay. All those six things I just said are focused on the same keyword. That's not cannibalization, it's bananas. The reality is affiliate hooks drive this false data. And these are people who their sole purpose is getting affiliate revenue for you to learn SEO from them. Because it's in their best interest that somebody focuses on one keyword, one page, because it's really easy to teach.
Go look at the most popular courses on SEO and typing cannibalization, and you will see the one word one page approach. It's bananas. It doesn't work. It certainly doesn't work for B2B and it doesn't work for high competition zones. It only works in a few situations.
If you truly have two pages that deliver the exact same information gain and don't differentiate at all. And one of them converts at a high rate, and one of them doesn't, that is cannibalization. It is your job to figure out how to solve that problem. It's really hard to diagnose. But just because you have two pages that are competing with one another to rank for the same term, isn't a bad thing.
It's actually a good thing. And the market believes it's bad and it's super sad.