Generally, you should try to optimize each page for a specific keyword. But this is easier said than done. Especially large domains that have been around for a long time often have high ranking potential with multiple URLs for the same keyword. In SEO, this is called keyword cannibalization.
Thus, if two (or more) pages from the same domain rank for the same keyword, the search engines get confused in the first place. You cannot immediately estimate which of the pages now gives the best and more relevant result for the user. As a rule, this negatively affects all involved URLs. Because this can be punished by loss of rankings, as a result of which the SEO Visibility loses value and important traffic gets lost.
For these reasons, keyword cannibalizations should be recognized quickly and rectified even faster in order to minimize risks.
Take a look at this workflow to learn how to find cannibalization in the Searchmetrics Suite and how to combat it successfully.