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SEO | The four main types of Cannibalisation affecting the visibility of your content

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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.

Published in: Marketing

SEO | The four main types of Cannibalisation affecting the visibility of your content

  1. 1. Content Cannibalisation Jon Earnshaw www.pi-datametrics.com April 2015 @jonearnshaw | @PiDatametrics
  2. 2. @jonearnshaw | @PiDatametrics Cannibalisation in all its forms is on the increase!
  3. 3. It is starting to answer questions we are regularly being asked @jonearnshaw | @PiDatametrics
  4. 4. 1. Internal Cannibalisation 2. Subdomain Conflict 3. International Conflict 4. Semantic Flux The Four Types Of Cannibalisation @jonearnshaw | @PiDatametrics
  5. 5. 1. Internal Cannibalisation Some examples of very common complaints @jonearnshaw | @PiDatametrics
  6. 6. Example One “We’ve lost our positions what have you done?” @jonearnshaw | @PiDatametrics
  7. 7. Site: Easyjet Search Term - flights to liverpool Nov 2014 to March 2015 @jonearnshaw | @PiDatametrics
  8. 8. Site: Easyjet Search Term - flights to liverpool Nov 2014 to March 2015 Introduce 12 competing URLs from the same domain @jonearnshaw | @PiDatametrics
  9. 9. Site: Easyjet Search Term - flights to liverpool The top positioned page @jonearnshaw | @PiDatametrics
  10. 10. Site: Easyjet Search Term - flights to liverpool Just two of the clustered and isolated pages @jonearnshaw | @PiDatametrics
  11. 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. 12. Site: Argos Search Term - iPad price Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics
  13. 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. 14. Example Three “I’ve tried everything but we can’t seem to get above the fold!” @jonearnshaw | @PiDatametrics
  15. 15. Site: Debenhams Search Term - living room furniture January to April 2015 The glass ceiling @jonearnshaw | @PiDatametrics
  16. 16. Site: Debenhams Search Term - living room furniture January to April 2015 Five competing URLs @jonearnshaw | @PiDatametrics
  17. 17. Example Four Erratic positions and struggling for traction! @jonearnshaw | @PiDatametrics
  18. 18. @jonearnshaw | @PiDatametrics
  19. 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. 20. Site: www.sportinglife.com Search Term - grand national betting Oct 2014 to April 2015 12 competing URLs and no winner! @jonearnshaw | @PiDatametrics
  21. 21. Example Five Suspicious flux followed by decline @jonearnshaw | @PiDatametrics
  22. 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. 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. 24. Site: www.barclays.co.uk Last week we see a third page enter the mix @jonearnshaw | @PiDatametrics 1 Backlink 4 Backlinks
  25. 25. Example Six Another decline @jonearnshaw | @PiDatametrics
  26. 26. Site: www.houseoffraser.co.uk Search Term - loafers Nov 2014 to March 2015 Something’s gone wrong! @jonearnshaw | @PiDatametrics
  27. 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. 28. Site: www.houseoffraser.co.uk A generic loafers page is also indexed @jonearnshaw | @PiDatametrics
  29. 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. 30. Subdomain Conflict Three Examples @jonearnshaw | @PiDatametrics
  31. 31. Example One “I’ve just dropped off page one!” @jonearnshaw | @PiDatametrics
  32. 32. Site: shop.tescomobile.com Search Term - mobile phone upgrade Oct 2014 to March 2015 @jonearnshaw | @PiDatametrics
  33. 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. 34. Example Two Another Telco @jonearnshaw | @PiDatametrics
  35. 35. Site: store.three.co.uk Search Term - latest mobile phones 07 March to 02 April 2015 @jonearnshaw | @PiDatametrics That’s not ideal!
  36. 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. 37. Site: www.three.co.uk @jonearnshaw | @PiDatametrics Just two of the conflicting pages
  38. 38. Example Three Don’t ignore the subtle flux @jonearnshaw | @PiDatametrics
  39. 39. Site: www.natwest.com Search Term - personal accounts Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics From above-the-fold to well below
  40. 40. Site: www.natwest.com Search Term - personal accounts Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Enter the personal.natwest subdomain
  41. 41. International Conflict One Example @jonearnshaw | @PiDatametrics
  42. 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. 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. 44. 3. Semantic Flux Three examples @jonearnshaw | @PiDatametrics
  45. 45. Example one @jonearnshaw | @PiDatametrics
  46. 46. Site: www.currys.co.uk Search Term - Apple iPad with retina Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Vanished from the SERPS
  47. 47. Sites: www.currys.co.uk | www.pcworld.co.uk Search Term - Apple iPad with retina Jan 2015 to March 2015 @jonearnshaw | @PiDatametrics
  48. 48. Example two @jonearnshaw | @PiDatametrics
  49. 49. Site: www.pcworld.co.uk Search Term - printer ink Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics PC World dropping out of the SERPS
  50. 50. Sites: www.pcworld.co.uk | www.currys.co.uk Search Term - printer ink Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics In comes Currys
  51. 51. Example three @jonearnshaw | @PiDatametrics
  52. 52. Site: www.ybonline.co.uk Search Term - switching current accounts Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics Very unstable positions
  53. 53. Site: www.cbonline.co.uk Search Term - switching current accounts Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics Clear conflict
  54. 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
  55. 55. Avoiding Internal Conflict Ongoing
  56. 56. Thank You @jonearnshaw @PiDatametrics April 2015

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