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Don't be a cannibal

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Don't be a cannibal

  1. 1. Don’t Be A Cannibal Limor Barenholtz | Similarweb SLIDESHARE.NET/LIMORBARENHOLTZ1 @LEM4
  2. 2. Business Proprietary & Confidential | 2 Don't be a cannibal Identifying and avoiding keyword cannibalization
  3. 3. Business Proprietary & Confidential | 3 Keyword Cannibalization What is it? Why is it bad? Where can I find it? How can I fix it? How can I prevent it? How does it look?
  4. 4. Business Proprietary & Confidential | 4 What is keyword cannibalization?
  5. 5. Business Proprietary & Confidential | 5 Keyword cannibalization is the common term used for when several different pages on the same site contain the same or similar keywords.
  6. 6. Business Proprietary & Confidential | 6 Why is keyword cannibalization bad?
  7. 7. Business Proprietary & Confidential | 7 Unclear keyword targeting can bite Keywords Rankings Traffic
  8. 8. Business Proprietary & Confidential | 8 The result? Both Google and users may choose the wrong path…
  9. 9. Business Proprietary & Confidential | 9 Clarity is key. If users become unclear about your website content or various products, you may lose traffic on a long term basis due to loss of trust.
  10. 10. Business Proprietary & Confidential | 10 With PPC, it can be money down the drain.
  11. 11. Business Proprietary & Confidential | 11 When the conflict occurs with your PPC activity, you can find yourself both losing traffic to your optimized page, and paying for clicks on your ad.
  12. 12. Business Proprietary & Confidential | 12 Cannibalization hurts your website’s: Authority Ranking Performance Conversion
  13. 13. Business Proprietary & Confidential | 13 Common Types of Keyword Cannibalization
  14. 14. Business Proprietary & Confidential | 14 Several Pages with the same target keywords 1
  15. 15. Business Proprietary & Confidential | 15 https://www.bodybuilding.com https://www.bodybuilding.com
  16. 16. Business Proprietary & Confidential | 16 Paid activity vs. organic results cannibalization 2
  17. 17. Business Proprietary & Confidential | 17 Paid Paid Organic Organic
  18. 18. Business Proprietary & Confidential | 18 UGC 3
  19. 19. Business Proprietary & Confidential | 19 “Keyword research tool” in forum results
  20. 20. Business Proprietary & Confidential | 20 Automated/Data-Driven Content 4
  21. 21. Business Proprietary & Confidential | 21 Dynamic parameters can hurt content flexibility
  22. 22. Business Proprietary & Confidential | 22 How To Identify Cannibalization
  23. 23. Business Proprietary & Confidential | 23 Monitor your ranking performance Are your target phrases fluctuating in SERP? You might be a cannibal. 1
  24. 24. Business Proprietary & Confidential | 24 Analyze rank fluctuations in target phrases 2
  25. 25. Business Proprietary & Confidential | 25 Check GSC - How many pages rank for the exact term? More than one? 3
  26. 26. Business Proprietary & Confidential | 26 1 Exact Query - 5 Pages - 1 Year C
  27. 27. Business Proprietary & Confidential | 27 Use site: search + “target phrase” 4
  28. 28. Business Proprietary & Confidential | 28 Site: moz.com "duplicate content" * To avoid result grouping you can add “&filter=0” to the SERP URL
  29. 29. Business Proprietary & Confidential | 29 Keep a detailed map of URLs-to-keywords 5
  30. 30. Business Proprietary & Confidential | 30 Organized mapping will help you identify keyword overlaps quickly
  31. 31. Business Proprietary & Confidential | 31 Monitor organic traffic share 6
  32. 32. Business Proprietary & Confidential | 32 Identify traffic share changes over time
  33. 33. Business Proprietary & Confidential | 33 Drill down on paid vs. organic keyword share
  34. 34. Business Proprietary & Confidential | 34 Finalize with organic CTR data from GSC. Has it dropped in correlating with your PPC campaigns?
  35. 35. Business Proprietary & Confidential | 35
  36. 36. Business Proprietary & Confidential | 36 How can I fix keyword cannibalization?
  37. 37. Business Proprietary & Confidential | 37 Build a detailed SEO map 1
  38. 38. Business Proprietary & Confidential | 38
  39. 39. Business Proprietary & Confidential | 39 Isolate duplications in your SEO map 2
  40. 40. Business Proprietary & Confidential | 40 Adjust SEO map so every URL has unique matched phrases 3
  41. 41. Business Proprietary & Confidential | 41 Use a keyword generator to find relevant terms
  42. 42. Business Proprietary & Confidential | 42 Roll out onto your conflicting pages 4
  43. 43. Business Proprietary & Confidential | 43
  44. 44. Business Proprietary & Confidential | 44 One clear and authoritative page can rank much higher than two split-signal results.
  45. 45. Business Proprietary & Confidential | 45 Align internal linking structure in your site 5
  46. 46. Business Proprietary & Confidential | 46 Yes, it’s important enough to have its own bullet. YES NO
  47. 47. Business Proprietary & Confidential | 47 Align outreach activities to the new map 6
  48. 48. Business Proprietary & Confidential | 48 Align paid activities with organic efforts. Set rules and guidelines. Always keep testing joined CTR. 7
  49. 49. Business Proprietary & Confidential | 49 This all works for data-driven content as well. Changing one faulty template can fix a large volume of pages causing conflicts.
  50. 50. Business Proprietary & Confidential | 50 How can I avoid keyword cannibalization
  51. 51. Business Proprietary & Confidential | 51 Format your SEO Map to show duplicates 1
  52. 52. Business Proprietary & Confidential | 52 That’s 80% of the work, right there. Click to D/L SEO Map
  53. 53. Business Proprietary & Confidential | 53 Focus on topic clusters before keywords 2
  54. 54. Business Proprietary & Confidential | 54 Clusters help create order
  55. 55. Business Proprietary & Confidential | 55 Regularly audit your content 3
  56. 56. Business Proprietary & Confidential | 56 Regularly audit your rankings 4
  57. 57. Business Proprietary & Confidential | 57 Set strict UGC policies, or block to avoid 5
  58. 58. Business Proprietary & Confidential | 58 rel=”ugc” UGC stands for User Generated Content, and the ugc attribute value is recommended for links within user generated content, such as comments forum posts. rel=”nofollow” Use this attribute to tag outgoing links in UGC areas to avoid linking conflicts & Spam rel=”sponsored” Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other comprehension agreements
  59. 59. Business Proprietary & Confidential | 59 <meta name="robots" content="noindex, nofollow" /> Use the meta robots tag to avoid indexing of UGC pages entirely. This solution will prevent the need to manage the area.
  60. 60. Business Proprietary & Confidential | 60 What did we learn today? Identifying cannibalized terms How to fix and avoid cannibalization The meaning of cannibalization How to analyze cannibalization factors
  61. 61. Business Proprietary & Confidential | 61 What can we do tomorrow? Align our SEO mapping Set rules & formats for the future Audit our content performance Fix cannibalization issues
  62. 62. Business Proprietary & Confidential | 62
  63. 63. Business Proprietary & Confidential | 63 I’m Limor Barenholtz Director of SEO @ Similarweb Have been doing SEO for 20 years Mom + 2 Former Athlete Former Gamer Former Hacker Carnivor, not Cannibal @Lem4
  64. 64. Business Proprietary & Confidential | 64 Thank You.
  65. 65. Business Proprietary & Confidential | 65 Question/comments?

Editor's Notes

  • This effectively turns them to competitors in search results
    Which often results in search engines starting to swap those pages in SERP to determine which is the best fit for the search term
  • Unclear keyword targeting = Opening for misunderstandings by search engines
  • When Google swaps the chosen page in SERP there’s no guarantee that page will rank as well as the conflicting page, as a result we might lose traffic
    When you get a search engine conflicting between 2 pages you never know which one it will choose to show in SERP for your target phrase, and it may not be the page you wanted to rank for it
    In the case you have 2 results - you’re splitting your CTR, preventing your target page from gaining authority, and might already be losing traffic & conversions.
    In the case you have 2 results - you might be diluting your backlink efforts
    If users also become unclear about your website content or various products, you may lose traffic on a long term basis due to loss of trust



  • When the conflict occurs with your PPC activity you can find yourself both losing traffic to your optimized page, and paying for clicks on your ad - So this is something that needs to be managed, not always avoided

  • UGC is a hotbed for cannibalization & duplication

  • See “search engine market share” results in Similarweb. Which is best? Which is the best answer for the user’s query? How should Google choose?
  • , if you haven’t yet
  • It’s time to refine & adjust your keyword research
  • Make sure all your website’s pages reflect a clear and unique message through all relevant on-page signals
    Optimize/De-Optimize
    Delete & Redirect
    Canonicalize

    Remember: 1 clear & authoritative page can rank much higher than 2 split-signal results


  • I.e - update your link requests, reach out to publishers of existing backlinks and ask for an update, or try to replace the article with a fresh one
  • Cannibalizing can be managed if the joint efforts bring higher numbers
    If total clicks and total CTR rises from the joined activity than the loss of organic CTR is meaningless in the business-wide view
    The trick is to always monitor
  • Focusing on clusters first, instead of keywords in general, helps make sure you will cover your topics in an organized way, minimizing chances of cannibalization later on
  • This solution also has 2 sides, since good content can also come from UGC, and such content can enrich your offering as a whole.
    You can at this point choose to allow indexing of specific content, but then you’ll need to return to managing it.
    Other solutions can be indexing only specific contributors you recognize, or even get moderators for these sections.

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