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How to fix any SEO problemJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
April 2016
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Three Chapters
A big problem solved!
A series ofmysterious
disappearances
Conclusion: The take aways
@jonearnshaw@PiDatametrics www.pi-datametrics.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Chapter 1A big problem solved
The perfect solution to a tricky problem
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Our old friend...Suspicious flux
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Bone ClocksDate Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Paperback bookHardback book
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Bone ClocksDate Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book The Bone Clocks - Paperback book
@jonearnshaw@PiDatametrics www.pi-datametrics.com
One book...many many versions
@jonearnshaw@PiDatametrics www.pi-datametrics.com
The solutionIntroducing the canonical book
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Group ACannot be differentiated
Group BCannot be differentiated
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Promising early results
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Bone ClocksDate Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book The Bone Clocks - Paperback book
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Organised MindDate Range: 10/10/2015 - 12/12/2015
The Organised Mind - Hardback book The Organised Mind - Paperback book
@jonearnshaw@PiDatametrics www.pi-datametrics.com
With the big fix in place...
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Chapter 2A series of mysterious disappearances
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Somebody’s beenstealing our books!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: Test Your CatDate Range: 01 January 2016 - 03 February 2016
Test Your Cat - Paperback
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: The EstablishmentDate Range: 01 January 2016 - 03 February 2016
The Establishment - Paperback
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Dozens of others!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
It's time to explore the SERPS!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: Test Your CatDate: 10 January 2016
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: Test Your CatDate Range: 01 January 2016 - 03 February 2016
waterstones.comharpercollins.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones no longer in the Knowledge Panel
@jonearnshaw@PiDatametrics www.pi-datametrics.com
What about The Establishment?
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Site: WaterstonesGoogle UKBook Title: The EstablishmentDate: 28 January 2016
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: The EstablishmentDate Range: 01 January 2016 - 03 February 2016
waterstones.compenguin.co.uk
@jonearnshaw@PiDatametrics www.pi-datametrics.com
So what’s causingthis to happen now?
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Spot the difference...
@jonearnshaw@PiDatametrics www.pi-datametrics.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Exactly
the same synopsis
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones synopsis
HarperCollinssynopsis
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Further proof
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: The EstablishmentDate Range: 22 January 2016 - 22 February 2016
Originally we saw a happy
coexistence
waterstones.comhttps://www.penguin.co.uk/books/188238/the-establishment/
http://www.penguin.co.uk/books/the-establishment/9781846147197/
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones synopsis
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Penguin:Coexisting hardback
Penguin:Conflicting paperback
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Penguin:101 additional words to replicate Waterstones
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“Content within click to expand menus or tabs may be discounted since Google knows you are hiding it from users.”
John Mueller,Webmaster Trends Analyst at Google
@jonearnshaw@PiDatametrics www.pi-datametrics.com
The fix
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Obvious first test:Make our synopsisunique
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Updated 01 March
@jonearnshaw@PiDatametrics www.pi-datametrics.com
10 Hours!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKDate Range: 21 February 2016 - 16 March 2016
The EstablishmentThe Long Mars
The Pointless Book
The Road to Little Dribbling
All positions reinstated or better
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones back in the Knowledge Panel!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Again, the same synopsis!
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What next?Deal with 5 million books Trialling additional modifications
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Chapter 3The take aways
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Don’t ignore the basics:
● Use data - lots of it!● Utilise historic SERPS data● Always investigate suspicious flux● Look within + or - 2 positions● Don’t be afraid to minimise crawlspace
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Who else is using your content?
● People you know○ Make sure you have a 3rd party content strategy in place
● People you don’t○ Find them - use data!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Nail the core business terms!
● We’re not quite ready to abandon the keyword game!
● Begin inside the mind of your customers● Use this insight to shape your content● Follow the flowchart
Thank YouJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
April 2016