1. Is your content working
better for someone else?
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com
September 2015

2. Content
Pi Datametrics
@jonearnshaw
@PiDatametrics

3. 37%of global marketing budgets
are spent on it!Pi Datametrics
@jonearnshaw
@PiDatametrics

4. Given that online
content is so
important
Why are we so often satisfied with simply
pushing it out or getting it up there?
Pi Datametrics
@jonearnshaw
@PiDatametrics

5. Creation
of content won't work
effectively without
CurationPi Datametrics
@jonearnshaw
@PiDatametrics

6. What can happen
when you turn
your back on
your content?
Pi Datametrics
@jonearnshaw
@PiDatametrics

7. Journeys By Design | mountain gorillas nest page
Pi Datametrics
@jonearnshaw
@PiDatametrics

8. Site: Journeys By Design
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
1 2 3
Pi Datametrics
@jonearnshaw
@PiDatametrics

9. It’s time to explore the SERPS!
The day of the last drop...
Gorillaexpeditions.com
Friday 7th Feb
Pi Datametrics
@jonearnshaw
@PiDatametrics

10. Site: Gorilla Expeditions
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
Pi Datametrics
@jonearnshaw
@PiDatametrics

11. Pi Datametrics
@jonearnshaw
@PiDatametrics

12. Back to explore the SERPS!
The day of the second drop...
Selfdriverwanda.com
Thursday 19th Feb
Thursday 19th Feb
Pi Datametrics
@jonearnshaw
@PiDatametrics

13. Site: Self Drive Rwanda
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
Pi Datametrics
@jonearnshaw
@PiDatametrics

14. Self Driver Rwanda
Pi Datametrics
@jonearnshaw
@PiDatametrics

15. What about
the first
drop?
Pi Datametrics
@jonearnshaw
@PiDatametrics

16. The results of content theft are clear
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
Pi Datametrics
@jonearnshaw
@PiDatametrics

17. Time for a
test…
Pi Datametrics
@jonearnshaw
@PiDatametrics

18. I’ve turned
into a bit of
a thief
Pi Datametrics
@jonearnshaw
@PiDatametrics
Content

19. Test 1
Three search terms,
three outcomes
Pi Datametrics
@jonearnshaw
@PiDatametrics

20. I sent some questions to Jared Field, PPC specialist at high street fashion retailer,
REISS.
It’s an interesting time for the retailer, with increased numbers of stores and successful
expansion into the USA.
Here’s what Jared had to say about life on the PPC shop floor.
It's pleasing to have so many uppercase letters in a headline.
I sent some questions to Jared Field, PPC specialist at high street fashion retailer, REISS.
It's an interesting time for the retailer, with increased numbers of stores and successful expansion into
the USA.
Here's what Jared had to say about life on the PPC shop floor.
Stolen
Original
Pi Datametrics
@jonearnshaw
@PiDatametrics

21. 1. Google doesn’t know
Search Term: ppc strategy
Date Range: 21/06/2015 - 18/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

22. @jonearnshaw | @PiDatametrics

23. 2. Google prefers Econsultancy
Search Term: q&a jared field on ppc strategy
Date Range: 17/07/2015 - 18/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

24. @jonearnshaw | @PiDatametrics

25. 3. Google prefers Intelligent Positioning
Search Term: how scalable is ppc
Date Range: 17/07/2015 - 18/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

26. Daily Google SERPs for...
20 July 2015
21 July 2015
+93Pi Datametrics
@jonearnshaw
@PiDatametrics

27. @jonearnshaw | @PiDatametrics

28. If this content is
important - what
should Econsultancy
have done?
1. Been alerted to the initial flux
2. Explore the historic SERPS
3. Identify the offending URL/website
4. Take appropriate action
Pi Datametrics
@jonearnshaw
@PiDatametrics

29. Google Scraper Report
Pi Datametrics
@jonearnshaw
@PiDatametrics

30. Test 2
Pi Datametrics
@jonearnshaw
@PiDatametrics

31. Original
Does your online form look like something from the Department of Motor Vehicles?
I’ve spent almost 15 years of my life helping companies to get their visitors to fill out and
submit forms online. Forms to request information, to attend events, to sign up for a
service, to complete an order, all sorts of forms.
Does your online form look like something from the Department of Motor Vehicles?
I've spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online. Forms to
request information, to attend events, to sign up for a service, to complete an order, all sorts of forms.
Stolen
Pi Datametrics
@jonearnshaw
@PiDatametrics

32. clickZ search performance
Search Term: online web form optimization
Date Range: 15/08/2015 - 31/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

33. IP search performance
Search Term: online web form optimization
Date Range: 15/08/2015 - 31/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

34. There’s
something else
going on here!
Pi Datametrics
@jonearnshaw
@PiDatametrics

35. Bryan Eisenberg
Search Term: online web form optimization
Date Range: 15/08/2015 - 31/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

36. I’ve spent almost 15 years of my life helping companies to get their
visitors to fill out and submit forms online.
Forms to request information, to attend events, to sign up for a service,
to complete an order, all sorts of forms.
Does your online form look like something from the
Department of Motor Vehicles?
I’ve spent almost 15 years of my life helping companies
to get their visitors to fill out and submit forms online.
Forms to request information, to attend events, to sign up
for a service, to complete an order, all sorts of forms.
Does your online form look like something from the
Department of Motor Vehicles?
I've spent almost 15 years of my life helping companies
to get their visitors to fill out and submit forms online.
Forms to request information, to attend events, to sign
up for a service, to complete an order, all sorts of
forms.
Original -
Original
Stolen
Pi Datametrics
@jonearnshaw
@PiDatametrics
Original

37. The conflict is clear
Pi Datametrics
@jonearnshaw
@PiDatametrics

39. Stolen copy
conclusion
● Content thieves can win
● It’s not about links
● Google’s way of dealing with duplicate content
is inconsistent
● A content thief can come along and disrupt one
site and beat another
● Having duplicate content across multiple sites
confuses Google. If you offer product content
to a reseller, make sure it is unique
Pi Datametrics
@jonearnshaw
@PiDatametrics

40. Channel
Ralph Lauren reseller
Pi Datametrics
@jonearnshaw
@PiDatametrics

41. Site: Cruise Fashion
Search Term: polo ralph lauren knitted jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

42. Reseller 1
Proving to be a must have wardrobe staple...
Pi Datametrics
@jonearnshaw
@PiDatametrics

43. Site: Flannels
Search Term: polo ralph lauren knitted jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

44. Reseller 2
Proving to be a must have wardrobe staple...
Pi Datametrics
@jonearnshaw
@PiDatametrics

45. Site: Van Mildert
Search Term: polo ralph lauren knitter jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

46. Reseller 3
Proving to be a must have wardrobe staple...
Pi Datametrics
@jonearnshaw
@PiDatametrics

47. All three sites together
Search Term: polo ralph lauren knitter jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics

49. Summary
● Don’t turn your back on your content!
● Dedicate time to unique content
● Rule out the 4 main types of cannibalisation
● Delve into the SERPS
● Has somebody risen and taken your place?
● Monitor resellers and channels
Pi Datametrics
@jonearnshaw
@PiDatametrics

50. Thank You
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com
September 2015