Content Cannibalisation | a week in search is a very long time
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The four key types of content cannibalisation that can seriously impact the visibility of your content
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Content Cannibalisation | a week in search is a very long time
- 1. A week is a very long time in Search! Cannibalisation and its impact on the visibility of your content Jon Earnshaw I Intelligent Positioning www.intelligentpositioning.com www.pi-datametrics.com 12 September 2014 @jonearnshaw | @ip_seo
- 2. 1. Internal Cannibalisation 2. Subdomain Conflict 3. International Conflict 4. Semantic Flux @jonearnshaw | @ip_seo The Four Types Of Cannibalisation
- 3. 1. Internal Cannibalisation Three Examples @jonearnshaw | @ip_seo
- 4. Internal Cannibalisation - flights to paris | Ryanair Never be fooled by a straight line! @jonearnshaw | @ip_seo
- 5. Internal Cannibalisation - flights to paris | Ryanair @jonearnshaw | @ip_seo
- 6. Internal Cannibalisation - flights to paris | Ryanair @jonearnshaw | @ip_seo
- 8. So what does all this mean? ● Google is not sure which page to return ● We’re never quite getting on to page 1 ● 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 | @ip_seo
- 9. Weekly Tracking - Ebay - Nintendo Wii Games @jonearnshaw | @ip_seo
- 10. Daily Vs. Weekly Tracking @jonearnshaw | @ip_seo
- 11. Internal Cannibalisation - World cup | The Daily Mail @jonearnshaw | @ip_seo
- 12. Internal Cannibalisation - World cup | The Daily Mail @jonearnshaw | @ip_seo
- 13. Internal Cannibalisation - World cup | The Daily Mail @jonearnshaw | @ip_seo
- 14. @jonearnshaw | @ip_seo The Daily Mail - Article
- 15. Content Optimisation - Daily Mail World Cup ‘Landing Page’ Article Pages @jonearnshaw | @ip_seo
- 16. Competitors - The Telegraph & The Guardian @jonearnshaw | @ip_seo
- 17. @jonearnshaw | @ip_seo The Guardian
- 18. @jonearnshaw | @ip_seo The Guardian - Article
- 19. Content Optimisation - The Guardian World Cup ‘Landing Page’ Article Pages
- 20. 2. Subdomain Conflict Two Examples @jonearnshaw | @ip_seo
- 21. Sub Domain Conflict - Place bet | Ladbrokes @jonearnshaw | @ip_seo
- 22. Sub Domain Conflict - Place bet | Ladbrokes @jonearnshaw | @ip_seo
- 23. Sub Domain Conflict - red cardigan | Oasis @jonearnshaw | @ip_seo
- 24. Sub Domain Conflict - red cardigan | Oasis @jonearnshaw | @ip_seo
- 25. Sub Domain Conflict - SERPS Doorways @jonearnshaw | @ip_seo Last Highest Position Main Domain Original Page Main Domain Only remaining position SubDomain
- 26. Don’t use subdomains! @jonearnshaw | @ip_seo
- 27. 3. International Conflict Just One Example @jonearnshaw | @ip_seo
- 28. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
- 29. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
- 30. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
- 31. International - hotels in Michigan | Expedia @jonearnshaw | @ip_seo
- 32. 4. Semantic Flux Two Examples @jonearnshaw | @ip_seo
- 33. Semantic Flux - Gaming Computer | Currys @jonearnshaw | @ip_seo
- 34. Semantic Flux - Gaming Computer | PC World @jonearnshaw | @ip_seo
- 35. Semantic Flux - Gaming Computer @jonearnshaw | @ip_seo
- 36. Example 2 @jonearnshaw | @ip_seo
- 37. Semantic Flux - Changing Current Accounts | Smile @jonearnshaw | @ip_seo
- 38. Semantic Flux - Changing Current Accounts | Co-op @jonearnshaw | @ip_seo
- 39. Semantic Flux - Changing Current Accounts @jonearnshaw | @ip_seo
- 40. So how does Google know this?
- 41. 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
- 42. Thank You @jonearnshaw @PiDatametrics @ip_seo 12 September 2014