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SEO | The four main types of Cannibalisation affecting the visibility of your content
SEO Cannibalisation revisited and updated illustrating just how easily your online content can loose visibility and in turn negatively impact on your organic traffic and lead to revenue attrition.
CTO & Co-Founder - Pi Datametrics & Intelligent Positioning
SEO Cannibalisation revisited and updated illustrating just how easily your online content can loose visibility and in turn negatively impact on your organic traffic and lead to revenue attrition.
SEO | The four main types of Cannibalisation affecting the visibility of your content
1.
Content Cannibalisation
Jon Earnshaw
www.pi-datametrics.com
April 2015
@jonearnshaw | @PiDatametrics
2.
@jonearnshaw | @PiDatametrics
Cannibalisation in all its forms
is on the increase!
3.
It is starting to answer questions
we are regularly being asked
@jonearnshaw | @PiDatametrics
4.
1. Internal Cannibalisation
2. Subdomain Conflict
3. International Conflict
4. Semantic Flux
The Four Types Of Cannibalisation
@jonearnshaw | @PiDatametrics
5.
1. Internal Cannibalisation
Some examples of very common complaints
@jonearnshaw | @PiDatametrics
6.
Example One
“We’ve lost our positions what have
you done?”
@jonearnshaw | @PiDatametrics
7.
Site: Easyjet
Search Term - flights to liverpool
Nov 2014 to March 2015
@jonearnshaw | @PiDatametrics
8.
Site: Easyjet
Search Term - flights to liverpool
Nov 2014 to March 2015
Introduce 12 competing URLs from the same domain
@jonearnshaw | @PiDatametrics
9.
Site: Easyjet
Search Term - flights to liverpool
The top positioned page
@jonearnshaw | @PiDatametrics
10.
Site: Easyjet
Search Term - flights to liverpool
Just two of the clustered and isolated pages
@jonearnshaw | @PiDatametrics
11.
Example Two
“I can’t understand what’s going
on.”
Sometimes you have to dig a little
deeper to discover what’s going on!
@jonearnshaw | @PiDatametrics
12.
Site: Argos
Search Term - iPad price
Jan 2014 to March 2015
@jonearnshaw | @PiDatametrics
13.
Site: Argos
Search Term - iPad price
Jan 2014 to March 2015
Conflict from below position 80!
Four very similar product pages @jonearnshaw | @PiDatametrics
14.
Example Three
“I’ve tried everything but we can’t
seem to get above the fold!”
@jonearnshaw | @PiDatametrics
15.
Site: Debenhams
Search Term - living room furniture
January to April 2015
The glass ceiling
@jonearnshaw | @PiDatametrics
16.
Site: Debenhams
Search Term - living room furniture
January to April 2015
Five competing URLs
@jonearnshaw | @PiDatametrics
17.
Example Four
Erratic positions and struggling for
traction!
@jonearnshaw | @PiDatametrics
19.
Site: www.sportinglife.com
Search Term - grand national betting
Oct 2014 to April 2015
There’s clearly something going on here!
@jonearnshaw | @PiDatametrics
20.
Site: www.sportinglife.com
Search Term - grand national betting
Oct 2014 to April 2015
12 competing URLs and no winner!
@jonearnshaw | @PiDatametrics
21.
Example Five
Suspicious flux followed by decline
@jonearnshaw | @PiDatametrics
22.
Site: www.barclays.co.uk
Search Term - compare current accounts
Nov 2014 to March 2015
A gradual decline from above the fold
@jonearnshaw | @PiDatametrics
23.
Site: www.barclays.co.uk
Search Term - compare current accounts
Nov 2014 to March 2015
Two conflicting pages on the same domain
@jonearnshaw | @PiDatametrics
24.
Site: www.barclays.co.uk
Last week we see a third page enter the mix
@jonearnshaw | @PiDatametrics
1 Backlink 4 Backlinks
25.
Example Six
Another decline
@jonearnshaw | @PiDatametrics
26.
Site: www.houseoffraser.co.uk
Search Term - loafers
Nov 2014 to March 2015
Something’s gone wrong!
@jonearnshaw | @PiDatametrics
27.
Site: www.houseoffraser.co.uk
Search Term - loafers
Nov 2014 to March 2015
Introduce - men’s loafers, women’s loafers and loafers
@jonearnshaw | @PiDatametrics
28.
Site: www.houseoffraser.co.uk
A generic loafers page is also indexed
@jonearnshaw | @PiDatametrics
29.
Internal Conflict | Summary
● Google is not sure which page to return
● Confusion results in position flux
● 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 | @PiDatametrics
30.
Subdomain Conflict
Three Examples
@jonearnshaw | @PiDatametrics
31.
Example One
“I’ve just dropped off page one!”
@jonearnshaw | @PiDatametrics
32.
Site: shop.tescomobile.com
Search Term - mobile phone upgrade
Oct 2014 to March 2015
@jonearnshaw | @PiDatametrics
33.
Site: shop.tescomobile.com
Search Term - mobile phone upgrade
Oct 2014 to March 2015
www version pulls the subdomain off page 1
@jonearnshaw | @PiDatametrics
34.
Example Two
Another Telco
@jonearnshaw | @PiDatametrics
35.
Site: store.three.co.uk
Search Term - latest mobile phones
07 March to 02 April 2015
@jonearnshaw | @PiDatametrics
That’s not ideal!
36.
Site: store.three.co.uk
Search Term - latest mobile phones
07 March to 02 April 2015
@jonearnshaw | @PiDatametrics
Enter three conflicting pages from the www site
37.
Site: www.three.co.uk
@jonearnshaw | @PiDatametrics
Just two of the conflicting pages
38.
Example Three
Don’t ignore the subtle flux
@jonearnshaw | @PiDatametrics
39.
Site: www.natwest.com
Search Term - personal accounts
Dec 2014 to March 2015
@jonearnshaw | @PiDatametrics
From above-the-fold to well below
40.
Site: www.natwest.com
Search Term - personal accounts
Dec 2014 to March 2015
@jonearnshaw | @PiDatametrics
Enter the personal.natwest subdomain
41.
International Conflict
One Example
@jonearnshaw | @PiDatametrics
42.
Site: www.hotelscombined.co.uk
Search Term - hotels in New York
Dec 2014 to March 2015
@jonearnshaw | @PiDatametrics
Rarely visible on page 1
43.
Sites: www.hotelscombined.co.uk and .com
Search Term - hotels in New York
Dec 2014 to March 2015
@jonearnshaw | @PiDatametrics
Enter the .com version
44.
3. Semantic Flux
Three examples
@jonearnshaw | @PiDatametrics
52.
Site: www.ybonline.co.uk
Search Term - switching current accounts
Jan 2014 to March 2015
@jonearnshaw | @PiDatametrics
Very unstable positions
53.
Site: www.cbonline.co.uk
Search Term - switching current accounts
Jan 2014 to March 2015
@jonearnshaw | @PiDatametrics
Clear conflict
54.
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