Conflicting Content Your biggest nightmare
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Transcript of Conflicting Content Your biggest nightmare
Conflicting Content Your biggest nightmareJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.comMarch 2016
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Cannibalisation in all its forms is on the increase!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
It is starting to answer questions we are regularly being asked
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The Four Types Of Cannibalisation1. Internal Cannibalisation2. Subdomain Conflict3. International Conflict4. Semantic Flux
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Example One“We’ve lost our positions what have you done?”
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Site: RyanairGoogle UKSearch Term: cheap flights turinDate Range: 01/09/2015 - 01/03/2016
http://www.ryanair.com/en/cheap-flights/london-stansted-to-turin/
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Site: RyanairGoogle UKSearch Term: cheap flights turinDate Range: 01/09/2015 - 01/03/2016
NINETEEN conflicting pages with TWENTY FOUR top position switches
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Many of these pages now redirect but the damage has been done!
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Sometimes you have to dig a little deeper to discover what’s going on!
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Site: CurrysGoogle UKSearch Term: Apple laptopDate Range: 01/09/2015 - 21/10/2015
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Site: CurrysGoogle UKSearch Term: Apple laptopDate Range: 01/09/2015 - 21/10/2015
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Example Three“I’ve tried everything but we can’t seem to get above the fold!”
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Site: ArgosGoogle UKSearch Term: Apple laptopDate Range: 01/09/2015 - 04/11/2015
The classic glass ceiling
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Site: ArgosGoogle UKSearch Term: Apple laptopDate Range: 01/09/2015 - 04/11/2015
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Site: Santander.co.ukGoogle UKSearch Term: switch banksDate Range: 01/09/2015 - 04/11/2015
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Site: Santander.co.ukGoogle UKSearch Term: switch banksDate Range: 01/09/2015 - 04/11/2015
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Comparison of the two URLsSearch Term: switch banks
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Site: John LewisGoogle UKSearch Term: ladies evening jackets Date Range: 01/11/2015 - 01/03/2016
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Site: John LewisGoogle UKSearch Term: ladies evening jackets Date Range: 01/11/2015 - 01/03/2016
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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
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: store.three.co.ukGoogle UKSearch Term: smartphoneDate Range: 01/05/2015 - 01/03/2016
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Site: store.three.co.ukGoogle UKSearch Term: smartphoneDate Range: 01/05/2015 - 01/03/2016
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Example Two“Why can’t I rank for my own branded search?!”
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Site: playstation.comGoogle UKSearch Term: playstation 2Date Range: 01/12/2015 - 01/03/2016
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Site: hilton.comGoogle UKSearch Term: hotels heathrowDate Range: 01/10/2015 - 09/11/2015
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Site: hilton.comGoogle UKSearch Term: hotels heathrowDate Range: 01/10/2015 - 09/11/2015
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Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 01/09/2015 - 01/03/2016
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Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 01/09/2015 - 01/03/2016
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Site: acer.co.ukGoogle UKSearch Term: acer laptopsDate Range: 15/12/2015 - 01/03/2016
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Site: acer.co.ukGoogle UKSearch Term: acer laptopsDate Range: 15/12/2015 - 01/03/2016
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Site: acer.co.ukGoogle UKSearch Term: acer laptopsDate Range: 15/12/2015 - 01/03/2016
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acer.co.uk/ac/en/GB/content/models/laptops us.acer.com/ac/en/US/content/models/laptops
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Site: First Choice Google UKSearch Term: all inclusive holidays kenya Date Range: 01/09/2015 - 01/03/2016
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Site: First Choice and Thomson Google UKSearch Term: all inclusive holidays kenya Date Range: 01/09/2015 - 01/03/2016
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Site: CurrysGoogle UKSearch Term: Apple iPad Date Range: 28/10/2015 - 05/11/2015
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Site: CurrysGoogle UKSearch Term: Apple iPad Date Range: 28/10/2015 - 05/11/2015
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Apple iPads - Cheap APPLE iPads Deals | Currys Apple iPads - Best APPLE iPads Offers | PC World
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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
March 2016