Is your content working better for someone else? @jonearnshaw

Is your content working better for someone else?

Jon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com

September 2015

Content

Pi Datametrics@jonearnshaw@PiDatametrics

37%of global marketing budgets are spent on it!


Given that online content is so importantWhy are we so often satisfied with simply pushing it out or getting it up there?


Creationof content won't work effectively without

CurationPi Datametrics@jonearnshaw@PiDatametrics

What can happen when you turn your back on your content?


Journeys By Design | mountain gorillas nest page


Site: Journeys By DesignSearch Term: mountain gorillas nestDate Range: 06/10/2013 - 01/06/2014

1 2 3


It’s time to explore the SERPS!The day of the last drop...

Gorillaexpeditions.com

Friday 7th Feb


Site: Gorilla ExpeditionsSearch Term: mountain gorillas nestDate Range: 06/10/2013 - 01/06/2014


Back to explore the SERPS!The day of the second drop...

Selfdriverwanda.com

Thursday 19th FebThursday 19th Feb


Site: Self Drive RwandaSearch Term: mountain gorillas nestDate Range: 06/10/2013 - 01/06/2014


Self Driver Rwanda


What about the first drop?


The results of content theft are clearSearch Term: mountain gorillas nestDate Range: 06/10/2013 - 01/06/2014


Time for a test…


I’ve turned into a bit of a thief


Content

Test 1Three search terms, three outcomes


I sent some questions to Jared Field, PPC specialist at high street fashion retailer, REISS.

It’s an interesting time for the retailer, with increased numbers of stores and successful expansion into the USA.

Here’s what Jared had to say about life on the PPC shop floor.

It's pleasing to have so many uppercase letters in a headline.

I sent some questions to Jared Field, PPC specialist at high street fashion retailer, REISS.

It's an interesting time for the retailer, with increased numbers of stores and successful expansion into

the USA.

Here's what Jared had to say about life on the PPC shop floor.

Stolen

Original


https://www.linkedin.com/in/jaredfield1

https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide

https://econsultancy.com/search?utf8=%E2%9C%93&query=reiss&x=0&y=0

1. Google doesn’t knowSearch Term: ppc strategyDate Range: 21/06/2015 - 18/08/2015


@jonearnshaw | @PiDatametrics

2. Google prefers EconsultancySearch Term: q&a jared field on ppc strategyDate Range: 17/07/2015 - 18/08/2015


3. Google prefers Intelligent PositioningSearch Term: how scalable is ppcDate Range: 17/07/2015 - 18/08/2015


Daily Google SERPs for...

20 July 2015

21 July 2015

+93Pi Datametrics@jonearnshaw@PiDatametrics

If this content is important - what should Econsultancy have done?1. Been alerted to the initial flux2. Explore the historic SERPS3. Identify the offending URL/website4. Take appropriate actionPi Datametrics

@jonearnshaw@PiDatametrics

Google Scraper Report


Test 2


Original

Does your online form look like something from the Department of Motor Vehicles?

I’ve spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online. Forms to request information, to attend events, to sign up for a service, to complete an order, all sorts of forms.


I've spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online. Forms to request information, to attend events, to sign up for a service, to complete an order, all sorts of forms.

Stolen


clickZ search performanceSearch Term: online web form optimizationDate Range: 15/08/2015 - 31/08/2015


IP search performance Search Term: online web form optimizationDate Range: 15/08/2015 - 31/08/2015


There’s something else going on here!


Bryan EisenbergSearch Term: online web form optimizationDate Range: 15/08/2015 - 31/08/2015


I’ve spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online.

Forms to request information, to attend events, to sign up for a service, to complete an order, all sorts of forms.


I’ve spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online. Forms to request information, to attend events, to sign up for a service, to complete an order, all sorts of forms.

Does your online form look like something from the

Department of Motor Vehicles?

I've spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online. Forms to request information, to attend events, to sign up for a service, to complete an order, all sorts of forms.

Original - Original

Stolen


Original

The conflict is clearPi Datametrics@jonearnshaw@PiDatametrics

Stolen copy conclusion● Content thieves can win● It’s not about links● Google’s way of dealing with duplicate content

is inconsistent● A content thief can come along and disrupt one

site and beat another● Having duplicate content across multiple sites

confuses Google. If you offer product content to a reseller, make sure it is unique


Channel Ralph Lauren reseller


Site: Cruise FashionSearch Term: polo ralph lauren knitted jumperDate Range: 31/01/2015 - 23/08/2015


Reseller 1

Proving to be a must have wardrobe staple...


Site: FlannelsSearch Term: polo ralph lauren knitted jumperDate Range: 31/01/2015 - 23/08/2015


Reseller 2



Site: Van MildertSearch Term: polo ralph lauren knitter jumperDate Range: 31/01/2015 - 23/08/2015


Reseller 3



All three sites togetherSearch Term: polo ralph lauren knitter jumperDate Range: 31/01/2015 - 23/08/2015


Summary● Don’t turn your back on your content!● Dedicate time to unique content● Rule out the 4 main types of cannibalisation● Delve into the SERPS● Has somebody risen and taken your place?● Monitor resellers and channels


Thank You

Jon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com

September 2015

Is your content working better for someone else? @jonearnshaw

Marketing

Transcript of Is your content working better for someone else? @jonearnshaw