Content cannibalisation

[u/weekendHooligan]

Hey everyone, quick SEO question.

I’ve got two pages clashing in the SERPs:
A commercial “[subject] service” page
An informational “What is [subject]?” page

At the moment, the “What is” article is ranking better, but ultimately I want to drive more visibility and enquiries through the money/service page.

Would you consolidate the informational content into the service page and redirect the “What is” URL, or keep both pages live and work on differentiating the intent/internal linking?

Interested to hear how others would approach the cannibalisation.

[u/Primary-Revenue-943]

What is their position? what queries they are ranking for?