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SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your Sites

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Many webmasters and SEOs are stealing from themselves in their potential to rank in Google Search because they end up ranking the wrong pages for search terms. They are competing with themselves in many cases. Google does not always know which page to rank from a site for a query due to many things. One of which is 'too similar' content or 'wrong version' indexation. There are a number of ways to identify this problem and formulate strategies to fix this using on page and your own site power and relevance with clues from within as to which page is most important for given queries.

Veröffentlicht in: Marketing

SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your Sites

  1. 1. STOP  EATING  YOUR   WORDS  TO  AVOID  SEO   SITE  CANNIBALIZATION
  2. 2. IT’S  A  MYTH  -­ DUPLICATE   CONTENT  PENALTY -­ THERE’S  NO  SUCH   THING
  3. 3. EXACT  DUPLICATES  ARE   FILTERED  OUT  IN  THE  SEARCH   ENGINE  SYSTEM  TO  ARRIVE   AT  A  ‘SINGLE  URL  /  CONTENT   FINGERPRINT’
  4. 4. BUT…DUPLICATE   VERSIONS (HTTPS/HTTP/NONWWW /WWW) -­‐ IT’S  NOT ALWAYS  THE  ONE  YOU WOULD  PREFER  THAT   GETS  CHOSEN  AS  ’THE   ONE’  AND  INDEXED
  5. 5. ’AND…TOO  SIMILAR  CONTENT’   CAN  BE  A  ‘BALL  AND  CHAIN’  TO   YOUR  WEBSITE
  6. 6. BUT…WE  ARE   DROWNING  IN  A  SEA   OF  CONTENT… WHAT’S  WORSE   THAN  DUPLICATE   CONTENT?
  7. 7. MAKING  GOOGLE  PLAY  SPOT  THE  DIFFERENCE ‘TOO  SIMILAR  CONTENT’  IS ONE  OF  THE  CANNIBALS
  8. 8. WE  ARE  ALL PUBLISHERS SOURCE:  http://wordpress/activity/posting “Make  more   content”  can   have  a  down  side
  9. 9. A  LOT  OF  THE   CONTENT  IS   ‘KIND  OF  THE   SAME’ “There’s  a  needle  in  here   somewhere” “It’s  an  important  needle  too”
  10. 10. GOOGLE  CAN  GET  CONFUSED   AS  TO  WHICH  PAGE  IT  SHOULD   RANK  FROM  YOUR  SITE  FOR  KEY   TERMS  FROM  TOO  SIMILARS
  11. 11. The  Four  Main  Types  Of   Cannibalisation – Slideshare @jonearnshaw http://www.slideshare.ne t/jonathanearnshaw/seo-­‐ 46813620
  12. 12. AS  ONE  PAGE  GOES  UP…  OTHER  ’TOO   SIMILAR’  PAGES  GO  DOWN…   SOMETIMES  A  LOT
  13. 13. SOME   SYMPTOMS • Different  pages  ranking  for  the   same  term • Hanging  around  on  page  2 • Never  quite  achieving  those  top   spots • Different  URLs  ranking  for  the  same   term  in  your  industry  seasonal   periods • Not  getting  the  CTR  (click  through   rate)  despite  ranking  reasonably   well • Shared  impressions  in  Google   Search  Console  for  different  pages   for  the  same  terms
  14. 14. IDENTIFY  THE   PROBLEM
  15. 15. SOME   SYMPTOMS PRIMARY  TARGET   KEEPS  LEAPING   AROUND
  16. 16. CHECK  PAGE  SIMILARITY  % http://www.webconfs.com/simila r-­‐page-­‐checker.php
  17. 17. ARE  MANY  URLs  FIGHTING  WITH  EACH   OTHER  FOR  THE  SAME  QUERY? CAVEAT:  CONTEXT  OF  QUERY   WILL  ALSO  COME  INTO  PLAY  BUT   GENERALLY  YOU  DON’T  WANT   SEVERAL  URLS  IN  THE  LIST
  18. 18. TOOLS SITELINER  DUPLICATE  &   COMMON  CONTENT  CHECKER
  19. 19. SEMRUSH  DUPLICATE  CHECKER
  20. 20. DEEP  CRAWL  DUPLICATE  &   WRONG  VERSION  CHECKER
  21. 21. TOOLS ON  PAGE  DUPLICATE
  22. 22. DO  A  SITE:YOURDOMAIN.COM SEARCH  IN  GOOGLE  SERPS DO  A  SITE:   www.YOURDOMAIN.COM SEARCH  IN  GOOGLE  SERPS CHECK  THE  DIFFERENCE REPEAT  WITH  HTTPS
  23. 23. JUST  A  FEW  OF   THE  CAUSES  OF   CANNIBALIZATION • ‘Too  similar  or  wrong  version  content’ • Skewed  votes  of  ‘awesomeness’  from   within  your  own  site • Anchor  text  inconsistency • Lack  of  logic  within  site  structure • Not  enough  ‘environmental  context’   surrounding  the  content • Placement  in  site  structure • Sharing  relevance  for  queries  with  other   pages  (even  those  which  are  not  that   similar) • Optimising  several  pages  for  the  same   terms  (even  unwittingly) • Incorrect  use  of  canonicalisation and   hreflang
  24. 24. SKEWED  ‘IMPORTANCE’  VIA  INTERNAL  LINKING STOP  VOTING  FOR  THE  WRONG  TARGETS   FROM  WITHIN  YOUR  OWN  SITE THE  MOST  IMPORTANT  PAGES  SHOULD   BE  TOWARD  THE  TOP  OF  THE  LIST… NOT  YOUR  BLOG  OR  BLOG  CATEGORIES   IDEALLY
  25. 25. BAD  VERY  SIMILAR  CONTENT  CAN  BE   GENERATED  VIA  ‘WRONG  PARAMETER’  PICKUP SOMETIMES  GOOGLEBOT  PICKS  UP  ON THE  WRONG  PARAMETER  FIELD FROM  DYNAMIC  URLS  AND  HEADS  OFF INTO  THE  MAZE.     THE  IMPORTANT  URL  IS  LOST CHECK  LOGS  FOR  STRANGE  URLS THE  IMPORTANT  URL LOSES  IMPORTANCE  WHEN  GOOGLEBOT   ENCOUNTERS  DYNAMICALLY  GENERATED  RANDOM   BUT  ‘LOGICAL’  CONTENT  FROM  PARAMETERS
  26. 26. INCONSISTENT  ANCHOR  TEXT  INTERNAL   LINKING BE  CONSISTENT  IN  INTERNAL  ANCHOR   LINKS BUT  DON’T  BE  SPAMMY  EITHER MAKE  SURE  THAT  THE  CONTEXT  AND   LINK  IS  USEFUL  TO  THE  VISITOR  AND   ALSO  TO  THE  SEARCH  ENGINE IF  YOUR  ’INTERNAL  ANCHOR  CLOUD’   SCREAMS  ‘SPAM  ON  MONEY  TERMS’…   NOOO AVOID  BEING  ’FORMULAIC’
  27. 27. USE  BREADCRUMBS  TO  EMPHASISE   IMPORTANCE  &  RELEVANCE  IN  SITES Image  credit:   https://www.smashingmagazine.com/2009/03/breadcrumbs-­‐in-­‐web-­‐ design-­‐examples-­‐and-­‐best-­‐practices/ HOME SITE   SECTION CATEGORY PRODUCT   /  ARTICLE MOST FEWER FEWER SINGLE   TEXT  OUTPUT  ONLY BREADCRUMB
  28. 28. SOME  NOTES  ON  CANONICALIZATION 1)  Duplicate  or  ‘very  near  duplicate’  content  should  be  canonicalized 2)  You  can’t  no-­‐index  a  URL  and  then  canonicalize it  to  something   else 3)  With  and  without  a  trailing  slash  is  different 4)  Don’t  forget  to  switch  you  canonicals  when  moving  to  HTTPS 5)  Self  referencing  canonicalization  can  help  if  your  content  gets  scraped 6)  Avoid  canonicalizing URLs  to  another  if  it’s  too  different 7)  Don’t  canonicalize paginated  URLs  to  the  first  page  of  the  set  – use   next/prev 8)  Remember  that  Google  is  looking   for  a  single  version  of  a  URL  to  index  – canonicalization  is  key  to  this 9)  Don’t  canonicalize just  for  rankings.  Canonicalize to  reduce  duplication 10)  Consider  whether  a  301  redirect  would  be  the  best  fit 11)  Review  ‘URL  parameters’  on  dynamic  sites  to  help  choose  canonicals SOME  CANONICALS  MAY  BE  IGNORED  IF  GOOGLEBOT  /  THE  SEARCH  ENGINE   THINKS  YOU  MADE  A  MISTAKE  (e.g.  too  different  a  URL)
  29. 29. ”PICK  YOUR  TARGETS” “Let  your  target  pages  be  a  clear  winner  always” BUT…  DO  NOT  OVER  OPTIMISE  ANYTHING  EVER YOU DON’T NEED TO OPIMISE EVERYTHING MAKE  YOUR  TARGET  PAGE  ‘THE   MOST  RELEVANT’ ON  A  TOPIC
  30. 30. MERGING  OF  ‘TOO  SIMILAR’  CONTENT   FOR  CONCENTRATION  (BULK  UP  (DON’T   STEAL)  THE  POWER) 1)  Variants 2)  Stemming 3)  Synonyms 4)  Associated  keywords 5)  Theme  level,  section  and  page  level 6)  Silos DO  A  CONTENT  AUDIT Find  variants  for  a  keyword  in  Google   Search  Console  in  content  keywords They’re  potentially  the  same  thing You  need  to  merge  pages  if  they  can’t   stand  on  their  own  two  feet  alone CONCENTRATE  RATHER  THAN  DILUTE
  31. 31. THEM  CRAZY   CRAZY  RANDOM   BLOG  SECTIONS NO  ORDER  OR   LOGIC
  32. 32. ORGANISE  TO  SOME  ORDERED   LOGIC  TO  ADD  FURTHER   MEANING ‘MAKE  LIKE  A  LIBRARY’ A  BLOG  IS  NOT  A  LIBRARY  IT  IS  A  RANDOM   COLLECTION  OF  MANY  UNRELATED  THINGS
  33. 33. INTENT  TO  CONTENT  MAPPING BOTH  HUMANS  AND  SEARCH  ENGINES  NEED  A  LOGICAL   STRUCTURE  AND  SIGNS  TO  UNDERSTAND  THE  CONTENT   WHICH  MATCHES  QUERY  INTENT.    THIS  CAN  HELP  TO  AVOID   CANNIBALISATION
  34. 34. THE  LOGIC  RELEVANCE  DIRECTOR   ‘THE  PERMANENT  TOPICAL  HUB  PAGE’ CATS GALLERY (Pictures  of  cats) Queries:  cat  pictures Cat  picture   categories Kitten  pictures,  etc FORUM Chatting  cat  lovers Long  tail  community   question  answering Builds  the  buzz   around  the  rest  of   the  site  too BREEDERS A  directory  of   breeders   categorised internall by  cat   type Cat  breeders PET  CARE Lots  of  help   and  advice  on   the  care  of  cats Queries:  My   cat  is  ill,  cat   care,  sick  cat THE  CAT  PAGE  IS  MOST   POWERFUL– but  relevance  &   queries  are  clearly  matched   with  intent ‘Wall-­ties  of   semantically   ‘related’   relevance
  35. 35. INTENT  TO  CONTENT  FRAMEWORK HUB  CONTENT HERO  CONTENT THE  BRAND  FRONT   DOOR HELP  CONTENT An  environment   related  to  ‘support’,   ‘questions’,   ‘technical  q  and  a’s,   ‘opening   times’ ANSWER  QUESTIONS On  PRODUCTS  ETC,   ideas,  solutions,   styles This  is  where  the   community,  blogs,   trends,   fashion,  opinions,   thoughts,   ramblings  and   content  less  focused  on   transaction  and  sales.   Don’t  compete  with  your   hero  pages  here.    Build   the  buzz  to  support   the   sales.    UGC  ideas  too CAT CAT CAT sc sc sc sc e.g.  Query:  Shoes,  buy   shoes,  red  shoes,  etc E.g.  US  shoe  sizes,  shoe  size   charts,  shoes  don’t  fit,  shoe   styles,  shoe  reviews The  Shoe  Site Strong  power   here P P P P P
  36. 36. 21  WAYS  TO  AVOID  SITE  CANNIBALISATION 1)  Utilise Internal  linking  connecting  related  items  &  sections,  navigation,  breadcrumbs  and  some  contextual  (BUT  DO  NOT  BE   SPAMMY)   2)  Anchor  text  consistency  (BUT  DO  NOT  BE  SPAMMY) 3)  Canonicalization  of  near  similar  content 4)  Page  Title  Differentiation 5)  H1,  H2,  H3  tag  differentiation 6)  Intent  to  content  mapping  &  topical  permanent  hub  pages 7)  If  you  can’t  improve  (for  now),  noindex (temporarily)  and  then  improve 8)  Exclusion  of  near  duplicate  non-­‐preferred  version  from  XML  sitemap 9)  Exclusion  of  301  redirects  from  XML  sitemap 10)  Verify  all  possible  versions  of  your  site  in  Google  Search  Console  (http/https/www/non-­‐www) 11)  Choose  1  version  of  your  site  (HTTPS/HTTP/WWW/NONWWW)  and  301  redirect  other  versions 12)  Review  your  pages  for  duplicate  body  content 13)  Check  for  multiple  similar  URLs  sharing  impressions  for  queries  in  GSC 14)  Keep  boilerplate  areas  to  a  minimum 15)  Avoid  ‘filler’  or  ’placeholder’  content  just  for  the  sake  of  having  content 16)  Avoid  ‘spinning  content  around’  in  different  parts  of  your  site  without  having  decent  unique  content 16)  Use  breadcrumbs  to  include  site  section  to  provide  further  context 17)  Review  parameters  and  check  to  see  that  Googlebot is  not  crawling  the  wrong  ones 18)  Fold  up  thin  content  and  merge  to  make  ‘great  content’  which  stands  out  on  its  own 19)  Review  internal  links  and  chop  out  any  redirect  chains  to  end  target 20)  Check  any  hreflang tags  to  make  sure  right  content  is  ranking  in  right  language  if  internationalised 21)  Check  server  logs  on  larger  sites  to  check  for  abnormalities  &  googlebot visiting  strange  places
  37. 37. ”EMPHASISE  IMPORTANCE” “Make  sure  you’re  giving  the  right  hints  on  URLs  to  Google  from  within  your   own  website” ALWAYS REMEMBER ‘NUANCES’ARE KEY BIG  TAKE  AWAY
  38. 38. TWITTER  -­‐ @dawnieando GOOGLE+  -­‐ +DawnAnderson888 LINKEDIN  – msdawnanderson MOVE  IT  MARKETING  – www.move-­‐it-­‐marketing.co.uk THANK   YOU

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