Content Cannibalization - Digital Marketing Show

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

November 2015 Pi Datametrics@jonearnshaw@PiDatametrics

http://www.pi-datametrics.com

http://www.pi-datametrics.com

Cannibalisation in all its forms is on the increase!

Pi Datametrics@jonearnshaw@PiDatametrics

It is starting to answer questions we are regularly being asked


The Four Types Of Cannibalisation

1. Internal Cannibalisation2. Subdomain Conflict3. International Conflict4. Semantic Flux Pi Datametrics

@jonearnshaw@PiDatametrics


1. Internal Cannibalisation

Six examples

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



Site: EasyjetGoogle UKSearch Term: flights to liverpoolDate Range: November to April 2015

http://www.easyjet.com/en/cheap-flights/uk/liverpool


Site: EasyjetGoogle UKSearch Term: flights to liverpoolDate Range: November to April 2015

Eighteen competing URLs


Site: EasyjetSearch Term: flights to liverpoolDate Range: 03/04/2015 - 05/10/2015

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 UK Search Term: Apple laptopDate Range: 01/09/2015 - 21/10/2015


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!”



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

The classic glass ceiling


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

The classic glass ceiling

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 FiveSuspicious flux followed by decline



Site: BarclaysGoogle UKSearch Term: compare current accountsDate Range: 04/11/2014 - 04/11/2015


Site: BarclaysGoogle UKSearch Term: compare current accountsDate Range: 04/11/2014 - 04/11/2015

Example SixFinal decline



Site: House Of FraserGoogle UKSearch Term: LoafersDate Range: 04/11/2015 - 04/11/2016


Site: House Of FraserGoogle UKSearch Term: LoafersDate Range: 04/11/2015 - 04/11/2016


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


2. Subdomain Conflict

Three Examples

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



Site: store.three.co.ukGoogle UKSearch Term: SmartphoneDate Range: 01/05/2015 - 03/08/2015


Site: store.three.co.ukGoogle UKSearch Term: SmartphoneDate Range: 01/05/2015 - 03/08/2015

Example Two“Slow erosion of visibility”



Bet365.comGoogle UKSearch Term: Online casino pokerDate Range: 01/06/2015 - 04/11/2015


Bet365.comGoogle UKSearch Term: Online casino pokerDate Range: 01/06/2015 - 04/11/2015

Example Three“a suspicious drop”


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


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


3. International Conflict

Two Examples

Example One“Separate domains”



Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 29/09/2015 - 05/11/2015


Site: hotels.comGoogle UKSearch Term: portugal hotelsDate Range: 29/09/2015 - 05/11/2015

Example Two“Another hotel”



Site: Hotelscombined.co.ukSearch Term: Cyprus hotelsDate Range: 20/09/2015 - 05/11/2015


Site: Hotelscombined.co.ukSearch Term: Cyprus hotelsDate Range: 20/09/2015 - 05/11/2015

4. Semantic Flux

Two Examples

Example One


Site: First Choice Google UKSearch Term: all inclusive holidays arubaDate Range: 01/04/2015 - 01/11/2015


Site: First Choice Google UKSearch Term: all inclusive holidays arubaDate Range: 01/04/2015 - 01/11/2015

Example Two



Site: Currys Google UKSearch Term: Apple iPadDate Range: 28/10/2015 - 05/11/2015


Site: Currys Google UKSearch Term: Apple iPadDate Range: 28/10/2015 - 05/11/2015


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


Data & Analytics

Content Cannibalization - Digital Marketing Show