Conflicting Content Your biggest nightmare

Conflicting Content Your biggest nightmareJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.comMarch 2016

http://www.pi-datametrics.com


@jonearnshaw@PiDatametrics www.pi-datametrics.com

Cannibalisation in all its forms is on the increase!


It is starting to answer questions we are regularly being asked


The Four Types Of Cannibalisation1. Internal Cannibalisation2. Subdomain Conflict3. International Conflict4. Semantic Flux


1. InternalCannibalisationFive examples


Example One“We’ve lost our positions what have you done?”


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/


Site: RyanairGoogle UKSearch Term: cheap flights turinDate Range: 01/09/2015 - 01/03/2016

NINETEEN conflicting pages with TWENTY FOUR top position switches


Many of these pages now redirect but the damage has been done!


Example Two“I can’t understand what’s going on.”


Sometimes you have to dig a little deeper to discover what’s going on!


Site: CurrysGoogle UKSearch Term: Apple laptopDate Range: 01/09/2015 - 21/10/2015


Site: CurrysGoogle UKSearch 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!”


Site: ArgosGoogle UKSearch Term: Apple laptopDate Range: 01/09/2015 - 04/11/2015

The classic glass ceiling


Site: ArgosGoogle UKSearch Term: Apple laptopDate Range: 01/09/2015 - 04/11/2015


Example FourThis looks rather odd!


Site: Santander.co.ukGoogle UKSearch Term: switch banksDate Range: 01/09/2015 - 04/11/2015


Site: Santander.co.ukGoogle UKSearch Term: switch banksDate Range: 01/09/2015 - 04/11/2015


Comparison of the two URLsSearch Term: switch banks


Example FivePage not found...


Site: John LewisGoogle UKSearch Term: ladies evening jackets Date Range: 01/11/2015 - 01/03/2016


Site: John LewisGoogle UKSearch Term: ladies evening jackets Date Range: 01/11/2015 - 01/03/2016


Original page not found Google’s replacement


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


2. Subdomain ConflictThree Examples


Example One“We’ve dropped off page 1 of Google”


Site: store.three.co.ukGoogle UKSearch Term: smartphoneDate Range: 01/05/2015 - 01/03/2016


Site: store.three.co.ukGoogle UKSearch Term: smartphoneDate Range: 01/05/2015 - 01/03/2016



Example Two“Why can’t I rank for my own branded search?!”


Site: playstation.comGoogle UKSearch Term: playstation 2Date Range: 01/12/2015 - 01/03/2016


Example Three“a suspicious drop”


Site: hilton.comGoogle UKSearch Term: hotels heathrowDate Range: 01/10/2015 - 09/11/2015


Site: hilton.comGoogle UKSearch Term: hotels heathrowDate Range: 01/10/2015 - 09/11/2015


3. International ConflictTwo Examples


Example One“Separate domains”


Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 01/09/2015 - 01/03/2016


Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 01/09/2015 - 01/03/2016


Example Two“hreflang? Never heard of it!”


Site: acer.co.ukGoogle UKSearch Term: acer laptopsDate Range: 15/12/2015 - 01/03/2016


At first glance This looks like internal conflict




But... There is more to it than that...




acer.co.uk/ac/en/GB/content/models/laptops us.acer.com/ac/en/US/content/models/laptops


4. Semantic FluxTwo Examples


Example One


Site: First Choice Google UKSearch Term: all inclusive holidays kenya Date Range: 01/09/2015 - 01/03/2016


Site: First Choice and Thomson Google UKSearch Term: all inclusive holidays kenya Date Range: 01/09/2015 - 01/03/2016


Example Two


Site: CurrysGoogle UKSearch Term: Apple iPad Date Range: 28/10/2015 - 05/11/2015


Site: CurrysGoogle UKSearch Term: Apple iPad Date Range: 28/10/2015 - 05/11/2015


Apple iPads - Cheap APPLE iPads Deals | Currys Apple iPads - Best APPLE iPads Offers | PC World


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



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Conflicting Content Your biggest nightmare