SEO / SEA cannibalization refers to the phenomenon where a company’s search engine optimization (SEO) and search engine advertising (SEA) strategies compete against each other, resulting in a decrease in overall website traffic and conversions. This occurs when both SEO and SEA efforts target the same keywords and audience, causing confusion and overlap in search results. This can lead to a waste of resources and a decrease in the effectiveness of both SEO and SEA efforts. To avoid cannibalization, it is important for companies to carefully coordinate and balance their SEO and SEA strategies to ensure maximum impact and return on investment.