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Cannibalization of content
It’s on the increase and
it’s killing your revenues!
Jon Earnshaw
@jonearnshaw @PiDatametrics
www.pi-datametrics.com
November 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
This is NOT about
duplicate content
penalties
@jonearnshaw @PiDatametrics www.pi-datametrics.com
This is about Cannibalization
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Content
Confusion
Conflict
@jonearnshaw @PiDatametrics www.pi-datametrics.com
3 Parts
Where we’re going wrong now
What happens when we turn our backs
Saving revenue attrition
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Why we’re in
the state we’re in
@jonearnshaw @PiDatametrics www.pi-datametrics.com
40%
of online marketing
budgets are spent on content!
@jonearnshaw @PiDatametrics www.pi-datametrics.com
So, why do we create content?
@jonearnshaw @PiDatametrics www.pi-datametrics.com
BUT
We’ve been making
two mistakes
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Isolation
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Curation
@jonearnshaw @PiDatametrics www.pi-datametrics.com
What happens when we
turn our backs on our
content?
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Four main types
● Internal conflict
● Subdomain conflict
● International conflict
● Semantic flux
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Internal Conflict
The most common cause of unexplained loss of visibility
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Example 1
We’re losing visibility left,
right and center!
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Large Retailer (with over 1000 stores across the US)
Search Engine: Google US
Search Term: wedding guest dresses
Date Range: 01 June 2016 - 10 October 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Large Retailer (with over 1000 stores across the US)
Search Engine: Google US
Search Term: wedding guest dresses
Date Range: 01 June 2016 - 10 October 2016
@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
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Example 2
Why have we dropped
to the bottom of page 1?
@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
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Example 3
Classic glass ceiling
followed by a fall
@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
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
MainpageComparisonpageSpecialcardpage
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Example 4
A steady decline from page 1!
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: US multinational retail chain with several thousand stores
Search Engine: Google US
Search Term: juicer
Date Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: US multinational retail chain with several thousand stores
Search Engine: Google US
Search Term: juicer
Date Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
What about Bing?
@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
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Subdomain Conflict
Yes - they’re still out there!
@jonearnshaw @PiDatametrics www.pi-datametrics.com
One Example
Why is our visibility dropping?
@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
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
International Conflict
@jonearnshaw @PiDatametrics www.pi-datametrics.com
One Example
Highly suspicious flux
in the credit card space
@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
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Semantic flux
@jonearnshaw @PiDatametrics www.pi-datametrics.com
One Example
It’s time to turn to the UK
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: PC World
Search Engine: Google UK
Search Term: macbook air
Date Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: PC World
Search Engine: Google UK
Search Term: macbook air
Date Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Taking better care
of our content
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Internal Conflict
Finding it
@jonearnshaw @PiDatametrics www.pi-datametrics.com
You need data
Don’t be fooled by a straight line!
Always investigate suspicious flux
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Internal Conflict
Fixing it
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Cinque Terre
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Global Travel Site
Search Engine: Google
Search Term: Cinque Terre
Date Range: 11 June 2016 - 16 June 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Global Travel Site
Search Engine: Google
Search Term: Cinque Terre
Date Range: 11 June 2016 - 16 June 2016
Location page
Guide to best beaches
Guide to sailing
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Don’t change
anything just yet!
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Do apparently conflicting pages
position in their own right?
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Sailing
in the
Cinque Terre
Luxury travel
guide to the
Cinque Terre
Cinque
Terre
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Global Travel Site
Search Engine: Google
Search Term: Cinque Terre
Date Range: 11 June 2016 - 16 June 2016
@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
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Internal Conflict
Preventing it
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Thinking of creating
new content?
Follow these essential steps
to avoid Internal Conflict...
@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.
Thank you
Jon Earnshaw
@jonearnshaw @PiDatametrics
www.pi-datametrics.com
November 2016

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