Watch my cannibalization talk here: https://goo.gl/BRTamk Full deck from the show, covering internal conflict, subdomain conflict, international conflict and semantic flux. Why a coherent content marketing strategy is more important than ever.

1. Content
Cannibalisation
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com
November 2015 Pi Datametrics
@jonearnshaw
@PiDatametrics

2. Cannibalisation
in all its forms
is on the increase!
Pi Datametrics
@jonearnshaw
@PiDatametrics

3. It is starting to
answer questions
we are regularly
being asked Pi Datametrics
@jonearnshaw
@PiDatametrics

4. The Four Types Of
Cannibalisation
1. Internal Cannibalisation
2. Subdomain Conflict
3. International Conflict
4. Semantic Flux Pi Datametrics
@jonearnshaw
@PiDatametrics

5. Pi Datametrics
@jonearnshaw
@PiDatametrics
1. Internal
Cannibalisation
Six examples

6. Example One
“We’ve lost our positions what
have you done?”
Pi Datametrics
@jonearnshaw
@PiDatametrics

7. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Easyjet
Google UK
Search Term: flights to liverpool
Date Range: November to April 2015
http://www.easyjet.com/en/cheap-flights/uk/liverpool

8. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Easyjet
Google UK
Search Term: flights to liverpool
Date Range: November to April 2015
Eighteen competing URLs

9. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Easyjet
Search Term: flights to liverpool
Date Range: 03/04/2015 - 05/10/2015

10. Example Two
“I can’t understand what’s going on.”
Pi Datametrics
@jonearnshaw
@PiDatametrics

11. Sometimes you have to
dig a little deeper to
discover what’s going on!
Pi Datametrics
@jonearnshaw
@PiDatametrics

12. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Currys
Google UK
Search Term: Apple laptop
Date Range: 01/09/2015 - 21/10/2015

13. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Currys
Google UK
Search Term: Apple laptop
Date Range: 01/09/2015 - 21/10/2015

14. Example Three
“I’ve tried everything but we can’t
seem to get above the fold!”
Pi Datametrics
@jonearnshaw
@PiDatametrics

15. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Argos
Google UK
Search Term: Apple laptop
Date Range: 01/09/2015 - 04/11/2015
The classic glass ceiling

16. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Argos
Google UK
Search Term: Apple laptop
Date Range: 01/09/2015 - 04/11/2015
The classic glass ceiling

17. Example Four
This looks rather odd!
Pi Datametrics
@jonearnshaw
@PiDatametrics

18. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Santander.co.uk
Google UK
Search Term: switch banks
Date Range: 01/09/2015 - 04/11/2015

19. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Santander.co.uk
Google UK
Search Term: switch banks
Date Range: 01/09/2015 - 04/11/2015

20. Pi Datametrics
@jonearnshaw
@PiDatametrics
Comparison of the two URLs
Search Term: switch banks

21. Example Five
Suspicious flux followed by decline
Pi Datametrics
@jonearnshaw
@PiDatametrics

22. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Barclays
Google UK
Search Term: compare current accounts
Date Range: 04/11/2014 - 04/11/2015

23. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Barclays
Google UK
Search Term: compare current accounts
Date Range: 04/11/2014 - 04/11/2015

24. Example Six
Final decline
Pi Datametrics
@jonearnshaw
@PiDatametrics

25. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: House Of Fraser
Google UK
Search Term: Loafers
Date Range: 04/11/2015 - 04/11/2016

26. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: House Of Fraser
Google UK
Search Term: Loafers
Date Range: 04/11/2015 - 04/11/2016

27. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: House Of Fraser
Search Term: Loafers
Date Range: 04/11/2015 - 04/11/2016

28. 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 Pi Datametrics
@jonearnshaw
@PiDatametrics

29. Pi Datametrics
@jonearnshaw
@PiDatametrics
2. Subdomain
Conflict
Three Examples

30. Example One
“We’ve dropped off page 1
of Google”
Pi Datametrics
@jonearnshaw
@PiDatametrics

31. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: store.three.co.uk
Google UK
Search Term: Smartphone
Date Range: 01/05/2015 - 03/08/2015

32. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: store.three.co.uk
Google UK
Search Term: Smartphone
Date Range: 01/05/2015 - 03/08/2015

33. Example Two
“Slow erosion of visibility”
Pi Datametrics
@jonearnshaw
@PiDatametrics

34. Pi Datametrics
@jonearnshaw
@PiDatametrics
Bet365.com
Google UK
Search Term: Online casino poker
Date Range: 01/06/2015 - 04/11/2015

35. Pi Datametrics
@jonearnshaw
@PiDatametrics
Bet365.com
Google UK
Search Term: Online casino poker
Date Range: 01/06/2015 - 04/11/2015

36. Example Three
“a suspicious drop”

37. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: hilton.com
Google UK
Search Term: hotels heathrow
Date Range: 01/10/2015 - 09/11/2015

38. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: hilton.com
Google UK
Search Term: hotels heathrow
Date Range: 01/10/2015 - 09/11/2015

39. Pi Datametrics
@jonearnshaw
@PiDatametrics
3. International
Conflict
Two Examples

40. Example One
“Separate domains”
Pi Datametrics
@jonearnshaw
@PiDatametrics

41. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: hotels.com
Google UK
Search Term: portugal hotels
Date Range: 29/09/2015 - 05/11/2015

42. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: hotels.com
Google UK
Search Term: portugal hotels
Date Range: 29/09/2015 - 05/11/2015

43. Example Two
“Another hotel”
Pi Datametrics
@jonearnshaw
@PiDatametrics

44. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Hotelscombined.co.uk
Search Term: Cyprus hotels
Date Range: 20/09/2015 - 05/11/2015

45. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Hotelscombined.co.uk
Search Term: Cyprus hotels
Date Range: 20/09/2015 - 05/11/2015

46. 4. Semantic Flux
Two Examples

47. Example One

48. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: First Choice
Google UK
Search Term: all inclusive holidays aruba
Date Range: 01/04/2015 - 01/11/2015

49. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: First Choice
Google UK
Search Term: all inclusive holidays aruba
Date Range: 01/04/2015 - 01/11/2015

50. Example Two
Pi Datametrics
@jonearnshaw
@PiDatametrics

51. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Currys
Google UK
Search Term: Apple iPad
Date Range: 28/10/2015 - 05/11/2015

52. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Currys
Google UK
Search Term: Apple iPad
Date Range: 28/10/2015 - 05/11/2015

53. Pi Datametrics
@jonearnshaw
@PiDatametrics
Site: Currys
Search Term: Apple iPad
Date Range: 28/10/2015 - 05/11/2015
Apple iPads - Best APPLE iPads Offers | PC WorldApple iPads - Cheap APPLE iPads Deals | Currys

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 - re architect or
agree ownership
● Be aware of semantic cannibalisation - it’s
increasing!

55. Thank You
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com
November 2015
Pi Datametrics
@jonearnshaw
@PiDatametrics