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Is your content working better for someone else? @jonearnshaw

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A presentation demonstrating how easy it is to lose visibility in the organic SERPS when another website takes only a small amount of your content. The impact is wide reaching and can be disastrous; even to resellers and channel partners.

Published in: Marketing

Is your content working better for someone else? @jonearnshaw

  1. 1. Is your content working better for someone else? Jon Earnshaw @jonearnshaw @PiDatametrics www.pi-datametrics.com September 2015
  2. 2. Content Pi Datametrics @jonearnshaw @PiDatametrics
  3. 3. 37%of global marketing budgets are spent on it!Pi Datametrics @jonearnshaw @PiDatametrics
  4. 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. 5. Creation of content won't work effectively without CurationPi Datametrics @jonearnshaw @PiDatametrics
  6. 6. What can happen when you turn your back on your content? Pi Datametrics @jonearnshaw @PiDatametrics
  7. 7. Journeys By Design | mountain gorillas nest page Pi Datametrics @jonearnshaw @PiDatametrics
  8. 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. 9. It’s time to explore the SERPS! The day of the last drop... Gorillaexpeditions.com Friday 7th Feb Pi Datametrics @jonearnshaw @PiDatametrics
  10. 10. Site: Gorilla Expeditions Search Term: mountain gorillas nest Date Range: 06/10/2013 - 01/06/2014 Pi Datametrics @jonearnshaw @PiDatametrics
  11. 11. Pi Datametrics @jonearnshaw @PiDatametrics
  12. 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. 13. Site: Self Drive Rwanda Search Term: mountain gorillas nest Date Range: 06/10/2013 - 01/06/2014 Pi Datametrics @jonearnshaw @PiDatametrics
  14. 14. Self Driver Rwanda Pi Datametrics @jonearnshaw @PiDatametrics
  15. 15. What about the first drop? Pi Datametrics @jonearnshaw @PiDatametrics
  16. 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. 17. Time for a test… Pi Datametrics @jonearnshaw @PiDatametrics
  18. 18. I’ve turned into a bit of a thief Pi Datametrics @jonearnshaw @PiDatametrics Content
  19. 19. Test 1 Three search terms, three outcomes Pi Datametrics @jonearnshaw @PiDatametrics
  20. 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. 21. 1. Google doesn’t know Search Term: ppc strategy Date Range: 21/06/2015 - 18/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  22. 22. @jonearnshaw | @PiDatametrics
  23. 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. 24. @jonearnshaw | @PiDatametrics
  25. 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. 26. Daily Google SERPs for... 20 July 2015 21 July 2015 +93Pi Datametrics @jonearnshaw @PiDatametrics
  27. 27. @jonearnshaw | @PiDatametrics
  28. 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. 29. Google Scraper Report Pi Datametrics @jonearnshaw @PiDatametrics
  30. 30. Test 2 Pi Datametrics @jonearnshaw @PiDatametrics
  31. 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. 32. clickZ search performance Search Term: online web form optimization Date Range: 15/08/2015 - 31/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  33. 33. IP search performance Search Term: online web form optimization Date Range: 15/08/2015 - 31/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  34. 34. There’s something else going on here! Pi Datametrics @jonearnshaw @PiDatametrics
  35. 35. Bryan Eisenberg Search Term: online web form optimization Date Range: 15/08/2015 - 31/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  36. 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. 37. The conflict is clear Pi Datametrics @jonearnshaw @PiDatametrics
  38. 38. 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
  39. 39. Channel Ralph Lauren reseller Pi Datametrics @jonearnshaw @PiDatametrics
  40. 40. Site: Cruise Fashion Search Term: polo ralph lauren knitted jumper Date Range: 31/01/2015 - 23/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  41. 41. Reseller 1 Proving to be a must have wardrobe staple... Pi Datametrics @jonearnshaw @PiDatametrics
  42. 42. Site: Flannels Search Term: polo ralph lauren knitted jumper Date Range: 31/01/2015 - 23/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  43. 43. Reseller 2 Proving to be a must have wardrobe staple... Pi Datametrics @jonearnshaw @PiDatametrics
  44. 44. Site: Van Mildert Search Term: polo ralph lauren knitter jumper Date Range: 31/01/2015 - 23/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  45. 45. Reseller 3 Proving to be a must have wardrobe staple... Pi Datametrics @jonearnshaw @PiDatametrics
  46. 46. All three sites together Search Term: polo ralph lauren knitter jumper Date Range: 31/01/2015 - 23/08/2015 Pi Datametrics @jonearnshaw @PiDatametrics
  47. 47. 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
  48. 48. Thank You Jon Earnshaw @jonearnshaw @PiDatametrics www.pi-datametrics.com September 2015

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