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Cannibal Content
#CannibalContent #BrightonSEO
Chris Green SEO & Content Manager

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@chrisgreen87 www.strategiqmarketing.co.uk
I want you to take away
three things

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@chrisgreen87 www.strategiqmarketing.co.uk
1) To be aware of the
cannibals

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@chrisgreen87 www.strategiqmarketing.co.uk
2) The tools to fight
cannibalisation with

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@chrisgreen87 www.strategiqmarketing.co.uk
3) To spur you on to do
something about it

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@chrisgreen87 www.strategiqmarketing.co.uk
What is cannibal
content?

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@chrisgreen87 www.strategiqmarketing.co.uk
Content that eats itself

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@chrisgreen87 www.strategiqmarketing.co.uk
Like this...?
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
No

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@chrisgreen87 www.strategiqmarketing.co.uk
It is web pages that
compete with each
other in search

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@chrisgreen87 www.strategiqmarketing.co.uk
Or...

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@chrisgreen87 www.strategiqmarketing.co.uk
Sites (web properties)
that you own that
overlap

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@chrisgreen87 www.strategiqmarketing.co.uk
This can be very bad
news...

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@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Most often it is pages
which are similar/ same
as other pages

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@chrisgreen87 www.strategiqmarketing.co.uk
Isn't this duplicate
content?

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@chrisgreen87 www.strategiqmarketing.co.uk
Yes and No

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@chrisgreen87 www.strategiqmarketing.co.uk
Cannibalisation can be
caused by duplication...

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@chrisgreen87 www.strategiqmarketing.co.uk
… but you can have
cannibalisation without
duplicate content

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@chrisgreen87 www.strategiqmarketing.co.uk
The key to
understanding it,
is to identify it

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@chrisgreen87 www.strategiqmarketing.co.uk
Which means tools

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@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Rank Tracking

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@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Track the URLs ranking
for specific key terms
over time

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@chrisgreen87 www.strategiqmarketing.co.uk
Google Analytics

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@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Check ranking shifts
against organic landing
page traffic

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@chrisgreen87 www.strategiqmarketing.co.uk
Search Console
(Google Webmaster Tools)

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@chrisgreen87 www.strategiqmarketing.co.uk
Use search analytics
reports for ranked
pages insights

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@chrisgreen87 www.strategiqmarketing.co.uk
So you think you have a
cannibal content
problem?

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@chrisgreen87 www.strategiqmarketing.co.uk
Time to identify the
cause
(more tools!)

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@chrisgreen87 www.strategiqmarketing.co.uk
Screaming Frog*
*other site auditing tools are available

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@chrisgreen87 www.strategiqmarketing.co.uk
Full site audit -
introduce Google
Analytics data too

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@chrisgreen87 www.strategiqmarketing.co.uk
Majestic*
*you get the idea...

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@chrisgreen87 www.strategiqmarketing.co.uk
Backlink audit - which
are your most linked to
pages?

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@chrisgreen87 www.strategiqmarketing.co.uk
Social Crawlytics

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@chrisgreen87 www.strategiqmarketing.co.uk
Do the same as
backlinks,
but with social signals

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@chrisgreen87 www.strategiqmarketing.co.uk
All these will help you
understand your website,
what ranks & why

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@chrisgreen87 www.strategiqmarketing.co.uk
Or find a tool that does
all this for you
(Ask Jon)

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@chrisgreen87 www.strategiqmarketing.co.uk
Once you're armed and
ready, time to fight back

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@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Canonical tags

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@chrisgreen87 www.strategiqmarketing.co.uk
Internal linking

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@chrisgreen87 www.strategiqmarketing.co.uk
Content

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@chrisgreen87 www.strategiqmarketing.co.uk
Off-page Signals

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@chrisgreen87 www.strategiqmarketing.co.uk
Lets put it all
together!

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@chrisgreen87 www.strategiqmarketing.co.uk
Step 1 : Rank tracking
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Imagine this...

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@chrisgreen87 www.strategiqmarketing.co.uk
I have two pages ranking
for the same term over
the last week...

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@chrisgreen87 www.strategiqmarketing.co.uk
… but overall we're losing
ground!

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@chrisgreen87 www.strategiqmarketing.co.uk
Step 2: Site Audit
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
What are your pages
targeting?

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@chrisgreen87 www.strategiqmarketing.co.uk
Think Urls, Titles, <H1>s
etc

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@chrisgreen87 www.strategiqmarketing.co.uk
Then look at external
signals

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@chrisgreen87 www.strategiqmarketing.co.uk
Reflection - what are
you dealing with?

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@chrisgreen87 www.strategiqmarketing.co.uk
Do either of these sound
familiar?

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@chrisgreen87 www.strategiqmarketing.co.uk
My less important page
has more internal links

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@chrisgreen87 www.strategiqmarketing.co.uk
My less important page
has more inbound links &
social shares

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@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk
Step 3: Fixing it
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Change keyword
targeting

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@chrisgreen87 www.strategiqmarketing.co.uk
Change site structure

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@chrisgreen87 www.strategiqmarketing.co.uk
Add canonical tags
(or other duplication
control)

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@chrisgreen87 www.strategiqmarketing.co.uk
Change (or even add)
internal links

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@chrisgreen87 www.strategiqmarketing.co.uk
Give your preferred page
more marketinglove

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@chrisgreen87 www.strategiqmarketing.co.uk
Step 4: Track & Refine
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Do more of what works,
less of what doesn't

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@chrisgreen87 www.strategiqmarketing.co.uk
But!

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@chrisgreen87 www.strategiqmarketing.co.uk
Prevention is MUCH better than a
cure!
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Linking signals are hard
to change

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@chrisgreen87 www.strategiqmarketing.co.uk
Sister sites/brands
don't just go away over
night!

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@chrisgreen87 www.strategiqmarketing.co.uk
Re-structuring sites can
be a nightmare!

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@chrisgreen87 www.strategiqmarketing.co.uk
Do it right first time!
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Thorough keyword research

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@chrisgreen87 www.strategiqmarketing.co.uk
Classify terms
(primary, secondary &
long-tail)

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@chrisgreen87 www.strategiqmarketing.co.uk
Assign them to your site
map

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@chrisgreen87 www.strategiqmarketing.co.uk
(Build it in Excel or
Google Docs)

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@chrisgreen87 www.strategiqmarketing.co.uk
But remember:
Logical keyword mapping!

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@chrisgreen87 www.strategiqmarketing.co.uk
Now take a step back

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@chrisgreen87 www.strategiqmarketing.co.uk
Look for potential
overlaps

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@chrisgreen87 www.strategiqmarketing.co.uk
For Example:
Sub-categories with
little difference

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@chrisgreen87 www.strategiqmarketing.co.uk
This page?
@chrisgreen87 www.strategiqmarketing.co.uk
Workwear
Online
Shop by
Product
Shop by Sector
Construction Vests
Hi-Vis Hi-Vis
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Or maybe this page?
@chrisgreen87 www.strategiqmarketing.co.uk
Workwear
Online
Shop by
Product
Shop by Sector
Construction Vests
Hi-Vis Hi-Vis
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
For Example:
B2B & B2C pages
targeting same terms

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@chrisgreen87 www.strategiqmarketing.co.uk
This page?
@chrisgreen87 www.strategiqmarketing.co.uk
Animal Control
Commercial
Animal Control
Domestic
Animal Control
Animal Removal Animal Removal
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Or this page?
@chrisgreen87 www.strategiqmarketing.co.uk
Animal Control
Commercial
Animal Control
Domestic
Animal Control
Animal Removal Animal Removal
@chrisgreen87 www.strategiqmarketing.co.uk
Animal Control
Commercial
Animal Control
Domestic
Animal Control
Animal Removal Animal Removal

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@chrisgreen87 www.strategiqmarketing.co.uk
How do you avoid
these?

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@chrisgreen87 www.strategiqmarketing.co.uk
Restructure
(Maybe there's a better
way of doing it)

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@chrisgreen87 www.strategiqmarketing.co.uk
Content
(Because content
differentiates!)

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@chrisgreen87 www.strategiqmarketing.co.uk
Internal linking
(Make it clear what your
important pages are)

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@chrisgreen87 www.strategiqmarketing.co.uk
Canonical tags
(Where the pages are
needed for the user)

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@chrisgreen87 www.strategiqmarketing.co.uk
And Finally

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@chrisgreen87 www.strategiqmarketing.co.uk
Put your effort behind
those pages you want to
rank!

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@chrisgreen87 www.strategiqmarketing.co.uk
To wrap up
@chrisgreen87 www.strategiqmarketing.co.uk
@chrisgreen87 www.strategiqmarketing.co.uk

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@chrisgreen87 www.strategiqmarketing.co.uk
Cannibal content can
ruin your day

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@chrisgreen87 www.strategiqmarketing.co.uk
Be watchful of it, and
take a step back

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@chrisgreen87 www.strategiqmarketing.co.uk
There is a lot you can do
to fix it

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@chrisgreen87 www.strategiqmarketing.co.uk
But doing so is often
easier said than done!

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@chrisgreen87 www.strategiqmarketing.co.uk
Prevention is always
better than a cure!

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@chrisgreen87 www.strategiqmarketing.co.uk
What are you waiting
for?

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@chrisgreen87 www.strategiqmarketing.co.uk
Any Questions?

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@chrisgreen87 www.strategiqmarketing.co.uk
References:
AWR Cloud - www.awrcloud.com
Google Analytics - ww.google.com/analytics/
Google Search Console - www.google.com/webmasters/
Screaming Frog - www.screamingfrog.co.uk/seo-spider/
Majestic - majestic.com
Social Crawlytyics - socialcrawlytics.com
Pi Datametrics - www.pi-datametrics.com
Get In touch:
chris@strategiqmarketing.co.uk
www.twitter.com/chrisgreen87