content cannibalization - digital marketing show
TRANSCRIPT
Content Cannibalisation Jon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
November 2015 Pi Datametrics@jonearnshaw@PiDatametrics
Cannibalisation in all its forms is on the increase!
Pi Datametrics@jonearnshaw@PiDatametrics
It is starting to answer questions we are regularly being asked
Pi Datametrics@jonearnshaw@PiDatametrics
The Four Types Of Cannibalisation
1. Internal Cannibalisation2. Subdomain Conflict3. International Conflict4. Semantic Flux Pi Datametrics
@jonearnshaw@PiDatametrics
Pi Datametrics@jonearnshaw@PiDatametrics
1. Internal Cannibalisation
Six examples
Example One“We’ve lost our positions what have you done?”
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Site: EasyjetGoogle UKSearch Term: flights to liverpoolDate Range: November to April 2015
http://www.easyjet.com/en/cheap-flights/uk/liverpool
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Site: EasyjetGoogle UKSearch Term: flights to liverpoolDate Range: November to April 2015
Eighteen competing URLs
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Site: EasyjetSearch Term: flights to liverpoolDate Range: 03/04/2015 - 05/10/2015
Example Two“I can’t understand what’s going on.”
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Sometimes you have to dig a little deeper to discover what’s going on!
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Pi Datametrics@jonearnshaw@PiDatametrics
Site: CurrysGoogle UK Search Term: Apple laptopDate Range: 01/09/2015 - 21/10/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: CurrysGoogle UK Search Term: Apple laptopDate Range: 01/09/2015 - 21/10/2015
Example Three“I’ve tried everything but we can’t seem to get above the fold!”
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Pi Datametrics@jonearnshaw@PiDatametrics
Site: ArgosGoogle UKSearch Term: Apple laptop Date Range: 01/09/2015 - 04/11/2015
The classic glass ceiling
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Site: ArgosGoogle UKSearch Term: Apple laptop Date Range: 01/09/2015 - 04/11/2015
The classic glass ceiling
Example FourThis looks rather odd!
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Pi Datametrics@jonearnshaw@PiDatametrics
Site: Santander.co.ukGoogle UKSearch Term: switch banksDate Range: 01/09/2015 - 04/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: Santander.co.ukGoogle UKSearch Term: switch banksDate Range: 01/09/2015 - 04/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Comparison of the two URLsSearch Term: switch banks
Example FiveSuspicious flux followed by decline
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Pi Datametrics@jonearnshaw@PiDatametrics
Site: BarclaysGoogle UKSearch Term: compare current accountsDate Range: 04/11/2014 - 04/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: BarclaysGoogle UKSearch Term: compare current accountsDate Range: 04/11/2014 - 04/11/2015
Example SixFinal decline
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Pi Datametrics@jonearnshaw@PiDatametrics
Site: House Of FraserGoogle UKSearch Term: LoafersDate Range: 04/11/2015 - 04/11/2016
Pi Datametrics@jonearnshaw@PiDatametrics
Site: House Of FraserGoogle UKSearch Term: LoafersDate Range: 04/11/2015 - 04/11/2016
Pi Datametrics@jonearnshaw@PiDatametrics
Site: House Of FraserSearch Term: LoafersDate Range: 04/11/2015 - 04/11/2016
Internal Conflict | Summary● Google is not sure which page to return● Confusion results in position flux● 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 Pi Datametrics
@jonearnshaw@PiDatametrics
Pi Datametrics@jonearnshaw@PiDatametrics
2. Subdomain Conflict
Three Examples
Example One“We’ve dropped off page 1 of Google”
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Pi Datametrics@jonearnshaw@PiDatametrics
Site: store.three.co.ukGoogle UKSearch Term: SmartphoneDate Range: 01/05/2015 - 03/08/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: store.three.co.ukGoogle UKSearch Term: SmartphoneDate Range: 01/05/2015 - 03/08/2015
Example Two“Slow erosion of visibility”
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Pi Datametrics@jonearnshaw@PiDatametrics
Bet365.comGoogle UKSearch Term: Online casino pokerDate Range: 01/06/2015 - 04/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Bet365.comGoogle UKSearch Term: Online casino pokerDate Range: 01/06/2015 - 04/11/2015
Example Three“a suspicious drop”
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Site: hilton.comGoogle UKSearch Term: hotels heathrow Date Range: 01/10/2015 - 09/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: hilton.comGoogle UKSearch Term: hotels heathrow Date Range: 01/10/2015 - 09/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
3. International Conflict
Two Examples
Example One“Separate domains”
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Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 29/09/2015 - 05/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 29/09/2015 - 05/11/2015
Example Two“Another hotel”
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Pi Datametrics@jonearnshaw@PiDatametrics
Site: Hotelscombined.co.ukSearch Term: Cyprus hotelsDate Range: 20/09/2015 - 05/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: Hotelscombined.co.ukSearch Term: Cyprus hotelsDate Range: 20/09/2015 - 05/11/2015
4. Semantic Flux
Two Examples
Example One
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Site: First Choice Google UKSearch Term: all inclusive holidays arubaDate Range: 01/04/2015 - 01/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: First Choice Google UKSearch Term: all inclusive holidays arubaDate Range: 01/04/2015 - 01/11/2015
Example Two
Pi Datametrics@jonearnshaw@PiDatametrics
Pi Datametrics@jonearnshaw@PiDatametrics
Site: Currys Google UKSearch Term: Apple iPadDate Range: 28/10/2015 - 05/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: Currys Google UKSearch Term: Apple iPadDate Range: 28/10/2015 - 05/11/2015
Pi Datametrics@jonearnshaw@PiDatametrics
Site: Currys Search Term: Apple iPadDate Range: 28/10/2015 - 05/11/2015
Apple iPads - Best APPLE iPads Offers | PC WorldApple iPads - Cheap APPLE iPads Deals | Currys
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 - re architect or
agree ownership● Be aware of semantic cannibalisation - it’s
increasing!
Thank YouJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
November 2015
Pi Datametrics@jonearnshaw@PiDatametrics