Watch my cannibalization talk here: https://goo.gl/BRTamk
A 30 minute journey into the world of content cannibalization, beginning with the two mistakes we're making that lead to internal conflict and loss of revenue, and finally, how to find it, fix it and prevent it in the future!
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Cannibalization of content - It's killing your revenues
1. Cannibalization of content
It’s on the increase and
it’s killing your revenues!
Jon Earnshaw
@jonearnshaw @PiDatametrics
www.pi-datametrics.com
November 2016
16. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Large Retailer (with over 1000 stores across the US)
Search Engine: Google US
Search Term: Multiple Clothing Terms - high volume
Date Range: 01 June 2016 - 10 October 2016
20. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Large Retailer (with over 1000 stores across the US)
Search Engine: Google US
Search Term: Petite maxi dress
Date Range: 01 June 2016 - 10 October 2016
Six conflicting
pages including
category,
product and
various facets
22. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: One of the largest online retailers in the US with almost 1000 stores across the country
Search Engine: Google US
Search Term: travel luggage
Date Range: 01 June 2016 - 10 October 2016
23. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: One of the largest online retailers in the US with almost 1000 stores across the country
Search Engine: Google US
Search Term: travel luggage
Date Range: 01 June 2016 - 10 October 2016
Two completely
different pages but
with related content
26. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Big four US bank (operating in over 100 countries)
Search Engine: Google US
Search Term: best bank debit card
Date Range: 01 April 2016 - 10 October 2016
Three conflicting pages:
● the canonical page
● comparison page
● special card page
This is why DEPTH of
tracking is so
important
32. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Large department store (334 stores, in 39 states)
Search Engine: Google US
Search Term: Women’s suits
Date Range: 01 January 2016 - 10 October 2016
/designer-suits
/womens-clothing
/womens-work-suits
/womens-swimsuits
/womens-work-suiting
33. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Large department store (334 stores, in 39 states)
Search Engine: Bing US
Search Term: Women’s suits
Date Range: 01 January 2016 - 10 October 2016
/designer-suits
/womens-clothing
/womens-work-suits
/womens-swimsuits
/womens-work-suiting
37. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: US hotel chain with over 2000 hotels in North America alone
Search Engine: Google US
Search Term: best NYC hotels
Date Range: 01 April 2016 - 30 September 2016
An absence of
coexistence!
book.subdomain
main domain
41. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: One of the biggest credit card companies in the world
Search Engine: Google US
Search Term: corporate cards
Date Range: 01 June 2016 - 30 September 2016
Canadian page
US subdomain
56. @jonearnshaw @PiDatametrics www.pi-datametrics.com
Cinque Terre
Sailing in the
Cinque Terre
Luxury guide
to the
Cinque Terre
Dining out
in the
Cinque Terre
Luxury guide to CT
Sailing in the CT Dining out in the CT
The Cinque Terre The Cinque Terre
Link
58. @jonearnshaw @PiDatametrics www.pi-datametrics.com
● Monitor the visibility of your content daily
● Identify internal conflict
● Remain inside the mind of your customers
● Decide on the doorways into your world
● Restrict your crawl space if necessary
● Create appropriate hubs
● Utilise intra-site linking
61. @jonearnshaw @PiDatametrics www.pi-datametrics.com
5. LINK...
...any existing and relevant complementary pages to your new content,
using the destination theme term as the anchor text. Don’t overdo it!
These should benefit the searcher as well as Google.
6. THEME...
...The new page for this term and link back
to it appropriately.
Ensure the Title is unique and contains
the term.
3. CHECK
AGAIN:
Try removing
the ‘intitle:’ from
the search operator.
1. BEGIN...
...with the customer.
What search phrase would they use to find
your content? This forms the basis for
Page Theming.
2. IMPORTANT:
Before publishing ask yourself:
“Do we have other similar or related content
on-site?”
Use the site operator in Google for clues:
e.g. site:mysite.com intitle:search term
3. CHECK...
...the search results for the term you’re
optimising for.
Do you see any pages from your domain?
YES
COMPLEMENTAR
Y
4. ASK...
Are the pages
complementary or
conflicting?
CONFLICTING
NO
5. DECIDE:
Which page do you want to
position for the term you are
optimising?
THENEWPAGE
AN EXISTING PAGE
6. COMPLEMENT
Your new page is complementary. As it is new it has the potential to
conflict so theme and link between this and the chosen existing page
carefully. This page may well position in its own right for derivative and
longer tail queries.