The document discusses issues around duplicate content and topics in SEO. It advocates defining the best landing page for search engines to rank and reinventing how category pages are approached. The author wants to convince the reader that the industry needs to be braver with canonicalization, reinvent category pages, and better define ranking pages. It provides examples of topic modeling approaches for an underfloor heating keyword and a guide approach for a functional skills keyword that led to increased traffic and conversions.

1. Duplicate Content and Topic
Issues in Modern Seo
by Edd Wilson
DIGITAL ACCOUNT MANAGER
hello@impression.co.uk

2. About Me
hello@impression.co.uk

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Our clients are investing in content more
than ever

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We need to make sure they’re getting the
full SEO value when investing into content

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And if we’re going to have pages on pages
talking about a certain subject or product

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We still need to define the best landing
page for a search engine to rank

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We write for humans now

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...but let's not forget our roots of effective
targeting

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We still have that responsibility of
appealing to our robot friends with our
content

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Today I want to convince you of 3 things….

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Today I want to convince you of 3 things….

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Today I want to convince you of 3 things...

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As an Industry, we’re getting better at
facilitating user journeys but worse at
defining ranking pages
1.

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We need to be braver with
canonicalisation
2.

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We need to reinvent the way we approach
category pages
3.

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Topic Issue Approach

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[underfloor heating]
3 unique areas

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40,500 searches per month

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Homeowner Trade Professional

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Homeowner Trade Professional Product Page

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4 pages

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4 pages
3 audience groups

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4 pages
3 audience groups
1 primary keyword

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Product
Historical Ranking URL

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ProductHomeowner

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ProductHomeowner
Canonicalized

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Trade Professional

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Trade Professional
Topic Modeling

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In less than a month!

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30% increase in
organic Traffic (YoY)

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20% increase in
organic conversions
(YoY)

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Define the audience (B2C/B2B) and introduce
topic modeling - Share this with the client.

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Consider Canonicals
(Similiar content, low performing pages)

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User Guide Approach

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10,000 searches per month
Functional Skills

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Technical Audit

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Technical Audit
Link Metrics

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Technical Audit
Link Metrics
Keyword Targeting

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What content does
Google prefer?

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New Page/Area
What Are Functional
Skills?
The Guide Approach

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New Page
Included CTAs across
this page to the
product page

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New Page
Canonicalised the
original ranking URL to
the new page

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Launched March 18th

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Launched March 18th

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Websites currently adopting this approach and winning

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Rank better for long tail keywords
Internal linking Factor due to website structure
Increased flexibility for promotion and content adjustment
Improved User Experience?

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17-18% CTR
5.53 % CTR
4.11 % CTR
Keyword
Volume:
201,000

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What is Google rewarding? Review
the SERPs and decide on the best
strategy

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Consider the guide approach rather
than the category/product page.

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Review your conversion rate and
make sure to cross sell into your
product/service and implement
CTAs

59. Thank you!
hello@impression.co.uk
hello@impression.co.uk
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Nottingham
NG1 1LL
01158 242 212