SEO | The four main types of Cannibalisation affecting the visibility of your content
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SEO Cannibalisation revisited and updated illustrating just how easily your online content can loose visibility and in turn negatively impact on your organic traffic and lead to revenue attrition.
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SEO | The four main types of Cannibalisation affecting the visibility of your content
- 1. Content Cannibalisation Jon Earnshaw www.pi-datametrics.com April 2015 @jonearnshaw | @PiDatametrics
- 2. @jonearnshaw | @PiDatametrics Cannibalisation in all its forms is on the increase!
- 3. It is starting to answer questions we are regularly being asked @jonearnshaw | @PiDatametrics
- 4. 1. Internal Cannibalisation 2. Subdomain Conflict 3. International Conflict 4. Semantic Flux The Four Types Of Cannibalisation @jonearnshaw | @PiDatametrics
- 5. 1. Internal Cannibalisation Some examples of very common complaints @jonearnshaw | @PiDatametrics
- 6. Example One “We’ve lost our positions what have you done?” @jonearnshaw | @PiDatametrics
- 7. Site: Easyjet Search Term - flights to liverpool Nov 2014 to March 2015 @jonearnshaw | @PiDatametrics
- 8. Site: Easyjet Search Term - flights to liverpool Nov 2014 to March 2015 Introduce 12 competing URLs from the same domain @jonearnshaw | @PiDatametrics
- 9. Site: Easyjet Search Term - flights to liverpool The top positioned page @jonearnshaw | @PiDatametrics
- 10. Site: Easyjet Search Term - flights to liverpool Just two of the clustered and isolated pages @jonearnshaw | @PiDatametrics
- 11. Example Two “I can’t understand what’s going on.” Sometimes you have to dig a little deeper to discover what’s going on! @jonearnshaw | @PiDatametrics
- 12. Site: Argos Search Term - iPad price Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics
- 13. Site: Argos Search Term - iPad price Jan 2014 to March 2015 Conflict from below position 80! Four very similar product pages @jonearnshaw | @PiDatametrics
- 14. Example Three “I’ve tried everything but we can’t seem to get above the fold!” @jonearnshaw | @PiDatametrics
- 15. Site: Debenhams Search Term - living room furniture January to April 2015 The glass ceiling @jonearnshaw | @PiDatametrics
- 16. Site: Debenhams Search Term - living room furniture January to April 2015 Five competing URLs @jonearnshaw | @PiDatametrics
- 17. Example Four Erratic positions and struggling for traction! @jonearnshaw | @PiDatametrics
- 19. Site: www.sportinglife.com Search Term - grand national betting Oct 2014 to April 2015 There’s clearly something going on here! @jonearnshaw | @PiDatametrics
- 20. Site: www.sportinglife.com Search Term - grand national betting Oct 2014 to April 2015 12 competing URLs and no winner! @jonearnshaw | @PiDatametrics
- 21. Example Five Suspicious flux followed by decline @jonearnshaw | @PiDatametrics
- 22. Site: www.barclays.co.uk Search Term - compare current accounts Nov 2014 to March 2015 A gradual decline from above the fold @jonearnshaw | @PiDatametrics
- 23. Site: www.barclays.co.uk Search Term - compare current accounts Nov 2014 to March 2015 Two conflicting pages on the same domain @jonearnshaw | @PiDatametrics
- 24. Site: www.barclays.co.uk Last week we see a third page enter the mix @jonearnshaw | @PiDatametrics 1 Backlink 4 Backlinks
- 25. Example Six Another decline @jonearnshaw | @PiDatametrics
- 26. Site: www.houseoffraser.co.uk Search Term - loafers Nov 2014 to March 2015 Something’s gone wrong! @jonearnshaw | @PiDatametrics
- 27. Site: www.houseoffraser.co.uk Search Term - loafers Nov 2014 to March 2015 Introduce - men’s loafers, women’s loafers and loafers @jonearnshaw | @PiDatametrics
- 28. Site: www.houseoffraser.co.uk A generic loafers page is also indexed @jonearnshaw | @PiDatametrics
- 29. 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 @jonearnshaw | @PiDatametrics
- 30. Subdomain Conflict Three Examples @jonearnshaw | @PiDatametrics
- 31. Example One “I’ve just dropped off page one!” @jonearnshaw | @PiDatametrics
- 32. Site: shop.tescomobile.com Search Term - mobile phone upgrade Oct 2014 to March 2015 @jonearnshaw | @PiDatametrics
- 33. Site: shop.tescomobile.com Search Term - mobile phone upgrade Oct 2014 to March 2015 www version pulls the subdomain off page 1 @jonearnshaw | @PiDatametrics
- 34. Example Two Another Telco @jonearnshaw | @PiDatametrics
- 35. Site: store.three.co.uk Search Term - latest mobile phones 07 March to 02 April 2015 @jonearnshaw | @PiDatametrics That’s not ideal!
- 36. Site: store.three.co.uk Search Term - latest mobile phones 07 March to 02 April 2015 @jonearnshaw | @PiDatametrics Enter three conflicting pages from the www site
- 37. Site: www.three.co.uk @jonearnshaw | @PiDatametrics Just two of the conflicting pages
- 38. Example Three Don’t ignore the subtle flux @jonearnshaw | @PiDatametrics
- 39. Site: www.natwest.com Search Term - personal accounts Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics From above-the-fold to well below
- 40. Site: www.natwest.com Search Term - personal accounts Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Enter the personal.natwest subdomain
- 41. International Conflict One Example @jonearnshaw | @PiDatametrics
- 42. Site: www.hotelscombined.co.uk Search Term - hotels in New York Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Rarely visible on page 1
- 43. Sites: www.hotelscombined.co.uk and .com Search Term - hotels in New York Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Enter the .com version
- 44. 3. Semantic Flux Three examples @jonearnshaw | @PiDatametrics
- 45. Example one @jonearnshaw | @PiDatametrics
- 46. Site: www.currys.co.uk Search Term - Apple iPad with retina Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Vanished from the SERPS
- 47. Sites: www.currys.co.uk | www.pcworld.co.uk Search Term - Apple iPad with retina Jan 2015 to March 2015 @jonearnshaw | @PiDatametrics
- 48. Example two @jonearnshaw | @PiDatametrics
- 49. Site: www.pcworld.co.uk Search Term - printer ink Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics PC World dropping out of the SERPS
- 50. Sites: www.pcworld.co.uk | www.currys.co.uk Search Term - printer ink Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics In comes Currys
- 51. Example three @jonearnshaw | @PiDatametrics
- 52. Site: www.ybonline.co.uk Search Term - switching current accounts Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics Very unstable positions
- 53. Site: www.cbonline.co.uk Search Term - switching current accounts Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics Clear conflict
- 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 - rearchitect or agree ownership Be aware of semantic cannibalisation - it’s increasing! @jonearnshaw | @ip_seo
- 55. Avoiding Internal Conflict Ongoing