Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015

17,079 views

Published on

How to stop cannibal content giving you a hard time - the slides from Brighton SEO, September 2015.

1) Be aware of the cannibals
2) Gain the tools to fight cannibalisation
3) To spur you on to do something about it

http://www.strategiqmarketing.co.uk/seo/brightonseo-slides-cannibal-content/
http://www.twitter.com/chrisgreen87

Published in: Marketing

Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015

  1. 1. Cannibal Content #CannibalContent #BrightonSEO Chris Green SEO & Content Manager
  2. 2. @chrisgreen87 www.strategiqmarketing.co.uk I want you to take away three things
  3. 3. @chrisgreen87 www.strategiqmarketing.co.uk 1) To be aware of the cannibals
  4. 4. @chrisgreen87 www.strategiqmarketing.co.uk 2) The tools to fight cannibalisation with
  5. 5. @chrisgreen87 www.strategiqmarketing.co.uk 3) To spur you on to do something about it
  6. 6. @chrisgreen87 www.strategiqmarketing.co.uk What is cannibal content?
  7. 7. @chrisgreen87 www.strategiqmarketing.co.uk Content that eats itself
  8. 8. @chrisgreen87 www.strategiqmarketing.co.uk Like this...? @chrisgreen87 www.strategiqmarketing.co.uk
  9. 9. @chrisgreen87 www.strategiqmarketing.co.uk No
  10. 10. @chrisgreen87 www.strategiqmarketing.co.uk It is web pages that compete with each other in search
  11. 11. @chrisgreen87 www.strategiqmarketing.co.uk Or...
  12. 12. @chrisgreen87 www.strategiqmarketing.co.uk Sites (web properties) that you own that overlap
  13. 13. @chrisgreen87 www.strategiqmarketing.co.uk This can be very bad news...
  14. 14. @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  15. 15. @chrisgreen87 www.strategiqmarketing.co.uk Most often it is pages which are similar/ same as other pages
  16. 16. @chrisgreen87 www.strategiqmarketing.co.uk Isn't this duplicate content?
  17. 17. @chrisgreen87 www.strategiqmarketing.co.uk Yes and No
  18. 18. @chrisgreen87 www.strategiqmarketing.co.uk Cannibalisation can be caused by duplication...
  19. 19. @chrisgreen87 www.strategiqmarketing.co.uk … but you can have cannibalisation without duplicate content
  20. 20. @chrisgreen87 www.strategiqmarketing.co.uk The key to understanding it, is to identify it
  21. 21. @chrisgreen87 www.strategiqmarketing.co.uk Which means tools
  22. 22. @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  23. 23. @chrisgreen87 www.strategiqmarketing.co.uk Rank Tracking
  24. 24. @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  25. 25. @chrisgreen87 www.strategiqmarketing.co.uk Track the URLs ranking for specific key terms over time
  26. 26. @chrisgreen87 www.strategiqmarketing.co.uk Google Analytics
  27. 27. @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  28. 28. @chrisgreen87 www.strategiqmarketing.co.uk Check ranking shifts against organic landing page traffic
  29. 29. @chrisgreen87 www.strategiqmarketing.co.uk Search Console (Google Webmaster Tools)
  30. 30. @chrisgreen87 www.strategiqmarketing.co.uk Use search analytics reports for ranked pages insights
  31. 31. @chrisgreen87 www.strategiqmarketing.co.uk So you think you have a cannibal content problem?
  32. 32. @chrisgreen87 www.strategiqmarketing.co.uk Time to identify the cause (more tools!)
  33. 33. @chrisgreen87 www.strategiqmarketing.co.uk Screaming Frog* *other site auditing tools are available
  34. 34. @chrisgreen87 www.strategiqmarketing.co.uk Full site audit - introduce Google Analytics data too
  35. 35. @chrisgreen87 www.strategiqmarketing.co.uk Majestic* *you get the idea...
  36. 36. @chrisgreen87 www.strategiqmarketing.co.uk Backlink audit - which are your most linked to pages?
  37. 37. @chrisgreen87 www.strategiqmarketing.co.uk Social Crawlytics
  38. 38. @chrisgreen87 www.strategiqmarketing.co.uk Do the same as backlinks, but with social signals
  39. 39. @chrisgreen87 www.strategiqmarketing.co.uk All these will help you understand your website, what ranks & why
  40. 40. @chrisgreen87 www.strategiqmarketing.co.uk Or find a tool that does all this for you (Ask Jon)
  41. 41. @chrisgreen87 www.strategiqmarketing.co.uk Once you're armed and ready, time to fight back
  42. 42. @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  43. 43. @chrisgreen87 www.strategiqmarketing.co.uk Canonical tags
  44. 44. @chrisgreen87 www.strategiqmarketing.co.uk Internal linking
  45. 45. @chrisgreen87 www.strategiqmarketing.co.uk Content
  46. 46. @chrisgreen87 www.strategiqmarketing.co.uk Off-page Signals
  47. 47. @chrisgreen87 www.strategiqmarketing.co.uk Lets put it all together!
  48. 48. @chrisgreen87 www.strategiqmarketing.co.uk Step 1 : Rank tracking @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  49. 49. @chrisgreen87 www.strategiqmarketing.co.uk Imagine this...
  50. 50. @chrisgreen87 www.strategiqmarketing.co.uk I have two pages ranking for the same term over the last week...
  51. 51. @chrisgreen87 www.strategiqmarketing.co.uk … but overall we're losing ground!
  52. 52. @chrisgreen87 www.strategiqmarketing.co.uk Step 2: Site Audit @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  53. 53. @chrisgreen87 www.strategiqmarketing.co.uk What are your pages targeting?
  54. 54. @chrisgreen87 www.strategiqmarketing.co.uk Think Urls, Titles, <H1>s etc
  55. 55. @chrisgreen87 www.strategiqmarketing.co.uk Then look at external signals
  56. 56. @chrisgreen87 www.strategiqmarketing.co.uk Reflection - what are you dealing with?
  57. 57. @chrisgreen87 www.strategiqmarketing.co.uk Do either of these sound familiar?
  58. 58. @chrisgreen87 www.strategiqmarketing.co.uk My less important page has more internal links
  59. 59. @chrisgreen87 www.strategiqmarketing.co.uk My less important page has more inbound links & social shares
  60. 60. @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk Step 3: Fixing it @chrisgreen87 www.strategiqmarketing.co.uk
  61. 61. @chrisgreen87 www.strategiqmarketing.co.uk Change keyword targeting
  62. 62. @chrisgreen87 www.strategiqmarketing.co.uk Change site structure
  63. 63. @chrisgreen87 www.strategiqmarketing.co.uk Add canonical tags (or other duplication control)
  64. 64. @chrisgreen87 www.strategiqmarketing.co.uk Change (or even add) internal links
  65. 65. @chrisgreen87 www.strategiqmarketing.co.uk Give your preferred page more marketinglove
  66. 66. @chrisgreen87 www.strategiqmarketing.co.uk Step 4: Track & Refine @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  67. 67. @chrisgreen87 www.strategiqmarketing.co.uk Do more of what works, less of what doesn't
  68. 68. @chrisgreen87 www.strategiqmarketing.co.uk But!
  69. 69. @chrisgreen87 www.strategiqmarketing.co.uk Prevention is MUCH better than a cure! @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  70. 70. @chrisgreen87 www.strategiqmarketing.co.uk Linking signals are hard to change
  71. 71. @chrisgreen87 www.strategiqmarketing.co.uk Sister sites/brands don't just go away over night!
  72. 72. @chrisgreen87 www.strategiqmarketing.co.uk Re-structuring sites can be a nightmare!
  73. 73. @chrisgreen87 www.strategiqmarketing.co.uk Do it right first time! @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  74. 74. @chrisgreen87 www.strategiqmarketing.co.uk Thorough keyword research
  75. 75. @chrisgreen87 www.strategiqmarketing.co.uk Classify terms (primary, secondary & long-tail)
  76. 76. @chrisgreen87 www.strategiqmarketing.co.uk Assign them to your site map
  77. 77. @chrisgreen87 www.strategiqmarketing.co.uk (Build it in Excel or Google Docs)
  78. 78. @chrisgreen87 www.strategiqmarketing.co.uk But remember: Logical keyword mapping!
  79. 79. @chrisgreen87 www.strategiqmarketing.co.uk Now take a step back
  80. 80. @chrisgreen87 www.strategiqmarketing.co.uk Look for potential overlaps
  81. 81. @chrisgreen87 www.strategiqmarketing.co.uk For Example: Sub-categories with little difference
  82. 82. @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
  83. 83. @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
  84. 84. @chrisgreen87 www.strategiqmarketing.co.uk For Example: B2B & B2C pages targeting same terms
  85. 85. @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
  86. 86. @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
  87. 87. @chrisgreen87 www.strategiqmarketing.co.uk How do you avoid these?
  88. 88. @chrisgreen87 www.strategiqmarketing.co.uk Restructure (Maybe there's a better way of doing it)
  89. 89. @chrisgreen87 www.strategiqmarketing.co.uk Content (Because content differentiates!)
  90. 90. @chrisgreen87 www.strategiqmarketing.co.uk Internal linking (Make it clear what your important pages are)
  91. 91. @chrisgreen87 www.strategiqmarketing.co.uk Canonical tags (Where the pages are needed for the user)
  92. 92. @chrisgreen87 www.strategiqmarketing.co.uk And Finally
  93. 93. @chrisgreen87 www.strategiqmarketing.co.uk Put your effort behind those pages you want to rank!
  94. 94. @chrisgreen87 www.strategiqmarketing.co.uk To wrap up @chrisgreen87 www.strategiqmarketing.co.uk @chrisgreen87 www.strategiqmarketing.co.uk
  95. 95. @chrisgreen87 www.strategiqmarketing.co.uk Cannibal content can ruin your day
  96. 96. @chrisgreen87 www.strategiqmarketing.co.uk Be watchful of it, and take a step back
  97. 97. @chrisgreen87 www.strategiqmarketing.co.uk There is a lot you can do to fix it
  98. 98. @chrisgreen87 www.strategiqmarketing.co.uk But doing so is often easier said than done!
  99. 99. @chrisgreen87 www.strategiqmarketing.co.uk Prevention is always better than a cure!
  100. 100. @chrisgreen87 www.strategiqmarketing.co.uk What are you waiting for?
  101. 101. @chrisgreen87 www.strategiqmarketing.co.uk Any Questions?
  102. 102. @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

×