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Content Cannibalisation | a week in search is a very long time

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The four key types of content cannibalisation that can seriously impact the visibility of your content

Published in: Data & Analytics
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Content Cannibalisation | a week in search is a very long time

  1. 1. A week is a very long time in Search! Cannibalisation and its impact on the visibility of your content Jon Earnshaw I Intelligent Positioning www.intelligentpositioning.com www.pi-datametrics.com 12 September 2014 @jonearnshaw | @ip_seo
  2. 2. 1. Internal Cannibalisation 2. Subdomain Conflict 3. International Conflict 4. Semantic Flux @jonearnshaw | @ip_seo The Four Types Of Cannibalisation
  3. 3. 1. Internal Cannibalisation Three Examples @jonearnshaw | @ip_seo
  4. 4. Internal Cannibalisation - flights to paris | Ryanair Never be fooled by a straight line! @jonearnshaw | @ip_seo
  5. 5. Internal Cannibalisation - flights to paris | Ryanair @jonearnshaw | @ip_seo
  6. 6. Internal Cannibalisation - flights to paris | Ryanair @jonearnshaw | @ip_seo
  7. 7. So what does all this mean? ● Google is not sure which page to return ● We’re never quite getting on to page 1 ● Serps Doorways Inconsistent How Can we fix it? ● Decide on the page you want to return - Give It Authority ● Theme it uniquely and well ● Get your structure right @jonearnshaw | @ip_seo
  8. 8. Weekly Tracking - Ebay - Nintendo Wii Games @jonearnshaw | @ip_seo
  9. 9. Daily Vs. Weekly Tracking @jonearnshaw | @ip_seo
  10. 10. Internal Cannibalisation - World cup | The Daily Mail @jonearnshaw | @ip_seo
  11. 11. Internal Cannibalisation - World cup | The Daily Mail @jonearnshaw | @ip_seo
  12. 12. Internal Cannibalisation - World cup | The Daily Mail @jonearnshaw | @ip_seo
  13. 13. @jonearnshaw | @ip_seo The Daily Mail - Article
  14. 14. Content Optimisation - Daily Mail World Cup ‘Landing Page’ Article Pages @jonearnshaw | @ip_seo
  15. 15. Competitors - The Telegraph & The Guardian @jonearnshaw | @ip_seo
  16. 16. @jonearnshaw | @ip_seo The Guardian
  17. 17. @jonearnshaw | @ip_seo The Guardian - Article
  18. 18. Content Optimisation - The Guardian World Cup ‘Landing Page’ Article Pages
  19. 19. 2. Subdomain Conflict Two Examples @jonearnshaw | @ip_seo
  20. 20. Sub Domain Conflict - Place bet | Ladbrokes @jonearnshaw | @ip_seo
  21. 21. Sub Domain Conflict - Place bet | Ladbrokes @jonearnshaw | @ip_seo
  22. 22. Sub Domain Conflict - red cardigan | Oasis @jonearnshaw | @ip_seo
  23. 23. Sub Domain Conflict - red cardigan | Oasis @jonearnshaw | @ip_seo
  24. 24. Sub Domain Conflict - SERPS Doorways @jonearnshaw | @ip_seo Last Highest Position Main Domain Original Page Main Domain Only remaining position SubDomain
  25. 25. Don’t use subdomains! @jonearnshaw | @ip_seo
  26. 26. 3. International Conflict Just One Example @jonearnshaw | @ip_seo
  27. 27. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
  28. 28. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
  29. 29. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
  30. 30. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
  31. 31. 4. Semantic Flux Two Examples @jonearnshaw | @ip_seo
  32. 32. Semantic Flux - Gaming Computer | Currys @jonearnshaw | @ip_seo
  33. 33. Semantic Flux - Gaming Computer | PC World @jonearnshaw | @ip_seo
  34. 34. Semantic Flux - Gaming Computer @jonearnshaw | @ip_seo
  35. 35. Example 2 @jonearnshaw | @ip_seo
  36. 36. Semantic Flux - Changing Current Accounts | Smile @jonearnshaw | @ip_seo
  37. 37. Semantic Flux - Changing Current Accounts | Co-op @jonearnshaw | @ip_seo
  38. 38. Semantic Flux - Changing Current Accounts @jonearnshaw | @ip_seo
  39. 39. So how does Google know this?
  40. 40. Summary Monitor the visibility of your content daily Never be fooled by a straight line Always investigate suspicious flux Check for internal cannibalisation first Let Google know which pages you want to return highest With subdomain conflict - rearchitect or agree ownership Be aware of semantic cannibalisation - it’s increasing! @jonearnshaw | @ip_seo
  41. 41. Thank You @jonearnshaw @PiDatametrics @ip_seo 12 September 2014

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