Is your content working better for someone else? @jonearnshaw

Jon Earnshaw
Jon EarnshawCTO & Co-Founder - Pi Datametrics & Intelligent Positioning
Is your content working
better for someone else?
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com
September 2015
Content
Pi Datametrics
@jonearnshaw
@PiDatametrics
37%of global marketing budgets
are spent on it!Pi Datametrics
@jonearnshaw
@PiDatametrics
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
Creation
of content won't work
effectively without
CurationPi Datametrics
@jonearnshaw
@PiDatametrics
What can happen
when you turn
your back on
your content?
Pi Datametrics
@jonearnshaw
@PiDatametrics
Journeys By Design | mountain gorillas nest page
Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Journeys By Design
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
1 2 3
Pi Datametrics
@jonearnshaw
@PiDatametrics
It’s time to explore the SERPS!
The day of the last drop...
Gorillaexpeditions.com
Friday 7th Feb
Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Gorilla Expeditions
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
Pi Datametrics
@jonearnshaw
@PiDatametrics
Pi Datametrics
@jonearnshaw
@PiDatametrics
Back to explore the SERPS!
The day of the second drop...
Selfdriverwanda.com
Thursday 19th Feb
Thursday 19th Feb
Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Self Drive Rwanda
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
Pi Datametrics
@jonearnshaw
@PiDatametrics
Self Driver Rwanda
Pi Datametrics
@jonearnshaw
@PiDatametrics
What about
the first
drop?
Pi Datametrics
@jonearnshaw
@PiDatametrics
The results of content theft are clear
Search Term: mountain gorillas nest
Date Range: 06/10/2013 - 01/06/2014
Pi Datametrics
@jonearnshaw
@PiDatametrics
Time for a
test…
Pi Datametrics
@jonearnshaw
@PiDatametrics
I’ve turned
into a bit of
a thief
Pi Datametrics
@jonearnshaw
@PiDatametrics
Content
Test 1
Three search terms,
three outcomes
Pi Datametrics
@jonearnshaw
@PiDatametrics
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
1. Google doesn’t know
Search Term: ppc strategy
Date Range: 21/06/2015 - 18/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
@jonearnshaw | @PiDatametrics
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
@jonearnshaw | @PiDatametrics
3. Google prefers Intelligent Positioning
Search Term: how scalable is ppc
Date Range: 17/07/2015 - 18/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
Daily Google SERPs for...
20 July 2015
21 July 2015
+93Pi Datametrics
@jonearnshaw
@PiDatametrics
@jonearnshaw | @PiDatametrics
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
Google Scraper Report
Pi Datametrics
@jonearnshaw
@PiDatametrics
Test 2
Pi Datametrics
@jonearnshaw
@PiDatametrics
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
clickZ search performance
Search Term: online web form optimization
Date Range: 15/08/2015 - 31/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
IP search performance
Search Term: online web form optimization
Date Range: 15/08/2015 - 31/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
There’s
something else
going on here!
Pi Datametrics
@jonearnshaw
@PiDatametrics
Bryan Eisenberg
Search Term: online web form optimization
Date Range: 15/08/2015 - 31/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
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
The conflict is clear
Pi Datametrics
@jonearnshaw
@PiDatametrics
Is your content working better for someone else? @jonearnshaw
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
Channel
Ralph Lauren reseller
Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Cruise Fashion
Search Term: polo ralph lauren knitted jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
Reseller 1
Proving to be a must have wardrobe staple...
Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Flannels
Search Term: polo ralph lauren knitted jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
Reseller 2
Proving to be a must have wardrobe staple...
Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Van Mildert
Search Term: polo ralph lauren knitter jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
Reseller 3
Proving to be a must have wardrobe staple...
Pi Datametrics
@jonearnshaw
@PiDatametrics
All three sites together
Search Term: polo ralph lauren knitter jumper
Date Range: 31/01/2015 - 23/08/2015
Pi Datametrics
@jonearnshaw
@PiDatametrics
Is your content working better for someone else? @jonearnshaw
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
Thank You
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com
September 2015
1 of 50

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Is your content working better for someone else? @jonearnshaw

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