Problem Statement

A US-based home improvement brand was facing keyword cannibalisation, ranking fluctuations, and stagnant organic clicks.
Although rankings were stable, multiple pages, including the Home page, Blinds, and Window Shades category page’s were competing for the same keywords such as “blinds” and “window blinds.”
This overlap diluted ranking signals and confused Google on which URL to prioritise. Despite having solid on-page SEO fundamentals, the long-form category pages (≈1,200 words) failed to drive stronger growth, signalling the need to revisit the content approach.

Thought Process (Step-by-Step)

Diagnosis: Using page-level regex filters in Google Search Console, we confirmed that multiple URLs were receiving impressions and clicks for the same queries.

Content Review: Identified that content across pages was lengthy, repetitive, and only partially relevant to user intent.

Content Pruning: Trimmed word count by ~50% (from ~1,200 → ~600 words), removing redundant sections and improving topical clarity.

Relevance Optimisation: Refocused copy on product relevance, user intent, and a clear value proposition for each category.

Quality Enhancement: Added a human, expert-driven tone to strengthen the brand voice and eliminate AI-generated traces.

Validation: Tracked performance to ensure proper query-to-page mapping post-update.

Key Results (Mar–Jul ’25 vs Aug–Dec ’25)

✅ +72.48% increase in organic clicks vs the previous 5-month period

✅ In addition to YoY growth, we increased organic clicks by 1,504.55%, along with a 217.53% rise in impressions.

✅ Keyword cannibalisation resolved, with correct category pages ranking for their target queries

✅ Improved keyword positions for high-volume terms and better topic alignment

✅ Stable, intent-driven traffic growth across key categories

Category Page-level performance uplift (Mar’25 - Jul’25 vs Aug’25 to Dec’25):
📊 Blinds: +169.64%
📊 Motorised Window Treatments: +83.98%
📊 Shades: +33.19%
📊 Faux Wood Blinds: +20%
📊 Cascade Zebra Shades: +5.73%
 

Conclusion

The content pruning and refinement activity was the key to resolving the ongoing keyword cannibalisation issue.
While the right intent pages were already set, the excessive word count had diluted content relevance. By making pages concise, unique, and contextually strong, Google clearly identified which URLs to rank notably the Blinds and Shades category pages.

The outcome, a 72.48% uplift in clicks and stronger ranking stability, proved that content relevance outweighs content length.
In SEO, success isn’t about writing more; it’s about writing what matters most to both users and search engines.