content cannibalisation | a week in search is a very long time
TRANSCRIPT
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.comwww.pi-datametrics.com
12 September 2014
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1. Internal Cannibalisation2. Subdomain Conflict3. International Conflict4. Semantic Flux
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The Four Types Of Cannibalisation
1. Internal Cannibalisation
Three Examples
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Internal Cannibalisation - flights to paris | Ryanair
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Never be fooled by a straight line!
Internal Cannibalisation - flights to paris | Ryanair
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Internal Cannibalisation - flights to paris | Ryanair
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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
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Weekly Tracking - Ebay - Nintendo Wii Games
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Daily Vs. Weekly Tracking
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Internal Cannibalisation - World cup | The Daily Mail
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Internal Cannibalisation - World cup | The Daily Mail
Internal Cannibalisation - World cup | The Daily Mail
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The Daily Mail - Article
Content Optimisation - Daily Mail
World Cup ‘Landing Page’
Article Pages
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Competitors - The Telegraph & The Guardian
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The Guardian
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The Guardian - Article
Content Optimisation - The Guardian
World Cup ‘Landing Page’
Article Pages
2. Subdomain Conflict
Two Examples
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Sub Domain Conflict - Place bet | Ladbrokes
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Sub Domain Conflict - Place bet | Ladbrokes
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Sub Domain Conflict - red cardigan | Oasis
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Sub Domain Conflict - red cardigan | Oasis
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Sub Domain Conflict - SERPS Doorways
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Last Highest Position Main Domain
Original Page Main Domain Only remaining position SubDomain
Don’t use subdomains!
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3. International Conflict
Just One Example
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International - hotels in Michigan | Expedia
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International - hotels in Michigan | Expedia
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International - hotels in Michigan | Expedia
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International - hotels in Michigan | Expedia
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4. Semantic Flux
Two Examples
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Semantic Flux - Gaming Computer | Currys
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Semantic Flux - Gaming Computer | PC World
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Semantic Flux - Gaming Computer
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Example 2
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Semantic Flux - Changing Current Accounts | Smile
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Semantic Flux - Changing Current Accounts | Co-op
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Semantic Flux - Changing Current Accounts
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So how does Google know this?
Summary
Monitor the visibility of your content dailyNever be fooled by a straight lineAlways investigate suspicious fluxCheck for internal cannibalisation firstLet Google know which pages you want to return highestWith subdomain conflict - rearchitect or agree ownershipBe aware of semantic cannibalisation - it’s increasing!
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Thank You@jonearnshaw@PiDatametrics@ip_seo12 September 2014