The four key types of content cannibalisation that can seriously impact the visibility of your content

1. A week is a very long time in Search!
Cannibalisation and its impact on the visibility of your content
Jon Earnshaw I Intelligent Positioning
www.intelligentpositioning.com
www.pi-datametrics.com
12 September 2014
@jonearnshaw | @ip_seo

2. 1. Internal Cannibalisation
2. Subdomain Conflict
3. International Conflict
4. Semantic Flux
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The Four Types Of Cannibalisation

3. 1. Internal Cannibalisation
Three Examples
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4. Internal Cannibalisation - flights to paris | Ryanair
Never be
fooled by a
straight
line!
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5. Internal Cannibalisation - flights to paris | Ryanair
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6. Internal Cannibalisation - flights to paris | Ryanair
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8. So what does all this mean?
● Google is not sure which page to return
● We’re never quite getting on to page 1
● 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 | @ip_seo

9. Weekly Tracking - Ebay - Nintendo Wii Games
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10. Daily Vs. Weekly Tracking
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11. Internal Cannibalisation - World cup | The Daily Mail
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12. Internal Cannibalisation - World cup | The Daily Mail
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13. Internal Cannibalisation - World cup | The Daily Mail
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14. @jonearnshaw | @ip_seo
The Daily Mail - Article

15. Content Optimisation - Daily Mail
World Cup ‘Landing Page’
Article Pages
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16. Competitors - The Telegraph & The Guardian
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17. @jonearnshaw | @ip_seo
The Guardian

18. @jonearnshaw | @ip_seo
The Guardian - Article

19. Content Optimisation - The Guardian
World Cup ‘Landing Page’
Article Pages

20. 2. Subdomain Conflict
Two Examples
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21. Sub Domain Conflict - Place bet | Ladbrokes
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22. Sub Domain Conflict - Place bet | Ladbrokes
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23. Sub Domain Conflict - red cardigan | Oasis
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24. Sub Domain Conflict - red cardigan | Oasis
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25. Sub Domain Conflict - SERPS Doorways
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Last Highest Position
Main Domain
Original Page Main Domain Only remaining position
SubDomain

26. Don’t use subdomains!
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27. 3. International Conflict
Just One Example
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28. International - hotels in Michigan | Expedia
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29. International - hotels in Michigan | Expedia
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30. International - hotels in Michigan | Expedia
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31. International - hotels in Michigan | Expedia
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32. 4. Semantic Flux
Two Examples
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33. Semantic Flux - Gaming Computer | Currys
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34. Semantic Flux - Gaming Computer | PC World
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35. Semantic Flux - Gaming Computer
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36. Example 2
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37. Semantic Flux - Changing Current Accounts | Smile
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38. Semantic Flux - Changing Current Accounts | Co-op
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39. Semantic Flux - Changing Current Accounts
@jonearnshaw | @ip_seo

40. So how does Google know this?

41. 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

42. Thank You
@jonearnshaw
@PiDatametrics
@ip_seo
12 September 2014