We aim to repurpose our content whenever possible. I have recently started converting my boss's webinars into full-length blog posts on our website. For example, if he hosts a webinar discussing the definition of negligence, I will transform it into a blog post focusing on 'what is negligence' or a related keyword with low competition.However, I have encountered the issue of keyword cannibalization. Both the webinar page and the blog post are targeting the same keywords but in different formats.
I am seeking suggestions on how to reduce cannibalization. One idea is to make the blog post the canonical version for the webinar page. Another option is to redesign the blog layout to integrate the webinar form and video on the same page.
I would appreciate any thoughts or advice on this matter.
A common approach is to structure the content differently based on format.
The blog post could focus on providing a comprehensive, in-depth analysis of the topic, utilizing long-tail keywords and incorporating visuals like images and infographics. The webinar, on the other hand, can be structured as a more concise, conversational presentation, highlighting key takeaways and actionable insights.
This approach minimizes keyword cannibalization by targeting different search intent. The blog post caters to those seeking in-depth information, while the webinar attracts users looking for a quick overview and immediate solutions.
Another strategy is to prioritize the webinar page as the canonical version. This emphasizes the interactive, live nature of the webinar and directs users to the registration page. The blog post can then serve as supplementary content, providing further details and resources for those who missed the live session.
Alternatively, a hybrid approach can be implemented by integrating the webinar registration form and video within the blog post itself. This eliminates the need for separate pages, consolidating content and simplifying the user experience.
Ultimately, the optimal structure depends on your specific goals and target audience. Analyzing user behaviour and search data can provide valuable insights into which approach is most effective for your content strategy.