How do you decide whether two pages are actually cannibalizing each other versus simply sharing related queries?

Query overlap alone is not proof of harmful cannibalization.

First compare page intent. Two pages can legitimately appear for related queries if they solve different jobs—for example, a product page and a how-to guide. The problem is stronger when multiple URLs target the same intent and search systems alternate between them without a clear preferred page.

Use query-level Search Console data, landing-page data, and ranking history. Look for unstable URL switching, neither page performing strongly, duplicated titles/H1s, very similar content, and internal links sending mixed signals.

Check conversions and user behavior as well. A page that ranks for a shared query may still serve a different audience or funnel stage and should not be merged simply for SEO neatness.

Then choose an action:
- Consolidate when the pages answer essentially the same need and one stronger page can preserve the useful content.
- Differentiate when both intents are legitimate but currently blurred.
- Reassign internal links and metadata when the preferred target is unclear.
- Leave them alone when overlap is natural and performance is stable.

If consolidating, map old sections into the destination, redirect the retired URL, update internal links, remove it from sitemaps, and monitor query/landing-page behavior after recrawl.

The goal is not one URL per keyword. It is one clear best URL per user intent, with related pages differentiated enough that search engines and users understand their roles.