How to fix any SEO problem | Marketing Week Live April 2016 | Pi Datametrics

How to fix any SEO
problem
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com

@jonearnshaw
@PiDatametrics
Three Chapters
A big problem
solved!
A series of
mysterious
disappearances
Conclusion:
The take aways

@jonearnshaw
@PiDatametrics

@jonearnshaw
@PiDatametrics
Chapter 1
A big problem solved
The perfect solution to a tricky problem

@jonearnshaw
@PiDatametrics
Our old friend...
Suspicious flux

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Search Term: The Bone Clocks
Date Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book

@jonearnshaw
@PiDatametrics
Paperback bookHardback book

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Search Term: The Bone Clocks
Date Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book
The Bone Clocks - Paperback book

@jonearnshaw
@PiDatametrics
One book...many many versions

@jonearnshaw
@PiDatametrics
The solution
Introducing the canonical book

@jonearnshaw
@PiDatametrics
Group A
Cannot be differentiated
Group B
Cannot be differentiated

@jonearnshaw
@PiDatametrics
Promising early
results

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Search Term: The Organised Mind
Date Range: 10/10/2015 - 12/12/2015
The Organised Mind - Hardback book
The Organised Mind - Paperback book

@jonearnshaw
@PiDatametrics
With the big fix in
place...

@jonearnshaw
@PiDatametrics
Chapter 2
A series of mysterious disappearances

@jonearnshaw
@PiDatametrics
Somebody’s been
stealing our books!

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Book Title: Test Your Cat
Date Range: 01 January 2016 - 03 February 2016
Test Your Cat - Paperback

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Book Title: The Establishment
The Establishment - Paperback

@jonearnshaw
@PiDatametrics
Dozens of others!

@jonearnshaw
@PiDatametrics
It's time to explore
the SERPS!

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Date: 10 January 2016

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
waterstones.com
harpercollins.com

@jonearnshaw
@PiDatametrics
Waterstones no longer in the
Knowledge Panel

@jonearnshaw
@PiDatametrics
What about
The Establishment?

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Date: 28 January 2016

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
waterstones.com
penguin.co.uk

@jonearnshaw
@PiDatametrics
So what’s causing
this to happen now?

@jonearnshaw
@PiDatametrics
Spot the difference...

@jonearnshaw
@PiDatametrics
Exactly
the same
synopsis

@jonearnshaw
@PiDatametrics
Waterstones
synopsis
HarperCollins
synopsis

@jonearnshaw
@PiDatametrics
Further proof

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Originally
we saw a happy
coexistence
waterstones.com
https://www.penguin.co.uk/books/188238/the-establishment/
http://www.penguin.co.uk/books/the-establishment/9781846147197/

@jonearnshaw
@PiDatametrics
Waterstones
synopsis

@jonearnshaw
@PiDatametrics
Penguin:
Coexisting
hardback
Penguin:
Conflicting
paperback

@jonearnshaw
@PiDatametrics
Penguin:
101 additional
words to replicate
Waterstones

@jonearnshaw
@PiDatametrics
“Content within click to expand
menus or tabs may be discounted
since Google knows you are hiding it
from users.”
John Mueller,
Webmaster Trends Analyst at Google

@jonearnshaw
@PiDatametrics
The fix

@jonearnshaw
@PiDatametrics
Obvious first test:
Make our synopsis
unique

@jonearnshaw
@PiDatametrics
Updated 01 March

@jonearnshaw
@PiDatametrics
10 Hours!

@jonearnshaw
@PiDatametrics
Site: Waterstones
Google UK
Date Range: 21 February 2016 - 16 March 2016
The Establishment
The Long Mars
The Pointless Book
The Road to Little Dribbling
All positions reinstated
or better

@jonearnshaw
@PiDatametrics
Waterstones back in the
Knowledge Panel!

@jonearnshaw
@PiDatametrics
Again, the same synopsis!

@jonearnshaw
@PiDatametrics
What next?
Deal with 5 million books
Trialling additional modifications

@jonearnshaw
@PiDatametrics
Chapter 3
The take aways

@jonearnshaw
@PiDatametrics
Don’t ignore the basics:
● Use data - lots of it!
● Utilise historic SERPS data
● Always investigate suspicious flux
● Look within + or - 2 positions
● Don’t be afraid to minimise crawlspace

@jonearnshaw
@PiDatametrics
Who else is using your content?
● People you know
○ Make sure you have a 3rd party content strategy in place
● People you don’t
○ Find them - use data!

@jonearnshaw
@PiDatametrics
Nail the core business terms!
● We’re not quite ready to abandon the keyword game!
● Begin inside the mind of your customers
● Use this insight to shape your content
● Follow the flowchart

Thank You
Jon Earnshaw
@jonearnshaw
@PiDatametrics
April 2016

How to fix any SEO problem | Marketing Week Live April 2016 | Pi Datametrics

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How to fix any SEO problem | Marketing Week Live April 2016 | Pi Datametrics