Step 1: Do you see more than 1 URL ranking for this term? Scroll down and you’ll find which URLs are competing.

Step 2: Make sure it’s not the same URL ranking as different SERP features (for example, a classic link and an answer card). In that case, it’s not a case of internal conflict.

Step 3: Any URL with a letter means that URL has been in the top position at some point in the analysed time frame. If the URL doesn’t have a letter, it means that URL has coexisted in the SERPs at some point with another of the listed URLs (this is also not a case of conflict). Scroll up again - look at the chart.

Step 4: Which of the URLs is ranking higher? That should be your first clue to solving internal conflict. Sometimes Google will favour one over the other, giving it a higher position. Now scroll down again and take a look at the table.

Step 5: The Actions column shows an icon with three dots for each URL listed. Click on it and select ‘Backlink Analysis’ for each of the URLs listed. The backlink profile of each URL is the second clue to solving internal conflict. When deciding which one should rank for the search term, it’s important to know the backlink profile of each one of them (which one has a higher authority).

Step 6: Compare the backlinks (as well as the quality of the backlinks) from the different conflicting URLs.

Step 7: And remember: this is just a rough guide on how to use Pi to understand the nature of the internal conflict. There are always nuances (such as none of the conflicting URLs should be ranking for that keyword or a PLP conflicting with a PDP, and the PDP ranking higher than the PLP - and we definitely want the PLP to rank for that term) that are specific to your case. Save this as an insight, make the optimisations needed and monitor the situation in the next couple of weeks. Come back to this insight and update the date range to see if the issue still persists or if you’ve managed to solve it.