cannibalization of content - it's killing your revenues
TRANSCRIPT
Cannibalization of contentIt’s on the increase and it’s killing your revenues!
Jon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
November 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
3 PartsWhere we’re going wrong nowWhat happens when we turn our backsSaving revenue attrition
@jonearnshaw @PiDatametrics www.pi-datametrics.com
40%of online marketing
budgets are spent on content!
@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 ConflictThe most common cause of unexplained loss of visibility
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Example 1We’re losing visibility left,
right and center!
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Site: Large Retailer (with over 1000 stores across the US)Search Engine: Google USSearch Term: Multiple Clothing Terms - high volumeDate 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 USSearch Term: wedding guest dressesDate 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 USSearch Term: wedding guest dressesDate 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 USSearch Term: Petite maxi dressDate 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 USSearch Term: Petite maxi dressDate Range: 01 June 2016 - 10 October 2016
Six conflicting pages including category, product and various facets
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Example 2Why have we dropped
to the bottom of page 1?
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Site: One of the largest online retailers in the US with almost 1000 stores across the countrySearch Engine: Google USSearch Term: travel luggageDate 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 countrySearch Engine: Google USSearch Term: travel luggageDate Range: 01 June 2016 - 10 October 2016
Two completely different pages but with related content
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Example 3Classic glass ceiling
followed by a fall
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Site: Big four US bank (operating in over 100 countries)Search Engine: Google USSearch Term: best bank debit cardDate 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 USSearch Term: best bank debit cardDate 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
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@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: US multinational retail chain with several thousand storesSearch Engine: Google USSearch Term: juicerDate Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: US multinational retail chain with several thousand storesSearch Engine: Google USSearch Term: juicerDate Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Large department store (334 stores, in 39 states) Search Engine: Google US Search Term: Women’s suitsDate 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 suitsDate 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: US hotel chain (with over 2000 hotels in North America alone)Search Engine: Google USSearch Term: best NYC hotelsDate Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: US hotel chain with over 2000 hotels in North America aloneSearch Engine: Google USSearch Term: best NYC hotelsDate Range: 01 April 2016 - 30 September 2016
An absence of coexistence!
book.subdomain
main domain
@jonearnshaw @PiDatametrics www.pi-datametrics.com
One ExampleHighly suspicious flux
in the credit card space
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: One of the biggest credit card companies in the worldSearch Engine: Google USSearch Term: corporate cardsDate 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 worldSearch Engine: Google USSearch Term: corporate cardsDate Range: 01 June 2016 - 30 September 2016
Canadian page
US subdomain
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: PC WorldSearch Engine: Google UKSearch Term: macbook airDate Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: PC WorldSearch Engine: Google UKSearch Term: macbook airDate Range: 01 April 2016 - 30 September 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
You need dataDon’t be fooled by a straight line!
Always investigate suspicious flux
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Global Travel SiteSearch Engine: GoogleSearch Term: Cinque TerreDate Range: 11 June 2016 - 16 June 2016
@jonearnshaw @PiDatametrics www.pi-datametrics.com
Site: Global Travel SiteSearch Engine: GoogleSearch Term: Cinque TerreDate Range: 11 June 2016 - 16 June 2016
Location page
Guide to best beaches
Guide to sailing
@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 travelguide to theCinque Terre
CinqueTerre
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Cinque Terre
Sailing in theCinque 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 SiteSearch Engine: GoogleSearch Term: Cinque TerreDate 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
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 containsthe 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
COMPLEMENTARY
4. ASK... Are the pages complementary or conflicting?
CONF
LICT
ING
NO
5. DECIDE:Which page do you want to position for the term you are optimising?
THE
NEW
PAG
E
AN EXISTING PAGE
6. COMPLEMENTYour 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.