SEO | The four main types of Cannibalisation affecting the visibility of your content

Content CannibalisationJon Earnshawwww.pi-datametrics.com

April 2015

@jonearnshaw | @PiDatametrics


Cannibalisation in all its forms is on the increase!

It is starting to answer questions we are regularly being asked


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

The Four Types Of Cannibalisation


1. Internal Cannibalisation

Some examples of very common complaints


Example One

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


Site: EasyjetSearch Term - flights to liverpoolNov 2014 to March 2015


Site: EasyjetSearch Term - flights to liverpoolNov 2014 to March 2015

Introduce 12 competing URLs from the same domain@jonearnshaw | @PiDatametrics

Site: EasyjetSearch Term - flights to liverpool

The top positioned page@jonearnshaw | @PiDatametrics

Site: EasyjetSearch Term - flights to liverpool

Just two of the clustered and isolated pages


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: ArgosSearch Term - iPad priceJan 2014 to March 2015


Site: ArgosSearch Term - iPad priceJan 2014 to March 2015

Conflict from below position 80!Four very similar product pages @jonearnshaw | @PiDatametrics

Example Three

“I’ve tried everything but we can’t seem to get above the fold!”


Site: DebenhamsSearch Term - living room furnitureJanuary to April 2015

The glass ceiling@jonearnshaw | @PiDatametrics

Site: DebenhamsSearch Term - living room furnitureJanuary to April 2015

Five competing URLs@jonearnshaw | @PiDatametrics

Example Four

Erratic positions and struggling for traction!



Site: www.sportinglife.comSearch Term - grand national bettingOct 2014 to April 2015

There’s clearly something going on here!@jonearnshaw | @PiDatametrics

Site: www.sportinglife.comSearch Term - grand national bettingOct 2014 to April 2015

12 competing URLs and no winner!@jonearnshaw | @PiDatametrics

Example Five

Suspicious flux followed by decline


Site: www.barclays.co.ukSearch Term - compare current accountsNov 2014 to March 2015

A gradual decline from above the fold@jonearnshaw | @PiDatametrics

Site: www.barclays.co.ukSearch Term - compare current accountsNov 2014 to March 2015

Two conflicting pages on the same domain@jonearnshaw | @PiDatametrics

Site: www.barclays.co.uk

Last week we see a third page enter the mix@jonearnshaw | @PiDatametrics

1 Backlink 4 Backlinks

Example Six

Another decline


Site: www.houseoffraser.co.ukSearch Term - loafersNov 2014 to March 2015

Something’s gone wrong!@jonearnshaw | @PiDatametrics

Site: www.houseoffraser.co.ukSearch Term - loafersNov 2014 to March 2015

Introduce - men’s loafers, women’s loafers and loafers


Site: www.houseoffraser.co.uk

A generic loafers page is also indexed


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


Subdomain Conflict

Three Examples


Example One

“I’ve just dropped off page one!”


Site: shop.tescomobile.comSearch Term - mobile phone upgradeOct 2014 to March 2015


Site: shop.tescomobile.comSearch Term - mobile phone upgradeOct 2014 to March 2015

www version pulls the subdomain off page 1@jonearnshaw | @PiDatametrics

Example Two

Another Telco


Site: store.three.co.ukSearch Term - latest mobile phones07 March to 02 April 2015


That’s not ideal!

Site: store.three.co.ukSearch Term - latest mobile phones07 March to 02 April 2015


Enter three conflicting pages from the www site

Site: www.three.co.uk


Just two of the conflicting pages

Example Three

Don’t ignore the subtle flux


Site: www.natwest.comSearch Term - personal accountsDec 2014 to March 2015


From above-the-fold to well below

Site: www.natwest.comSearch Term - personal accountsDec 2014 to March 2015


Enter the personal.natwest subdomain

International Conflict

One Example


Site: www.hotelscombined.co.ukSearch Term - hotels in New YorkDec 2014 to March 2015


Rarely visible on page 1

Sites: www.hotelscombined.co.uk and .comSearch Term - hotels in New YorkDec 2014 to March 2015


Enter the .com version

3. Semantic Flux

Three examples


Example one


Site: www.currys.co.ukSearch Term - Apple iPad with retinaDec 2014 to March 2015


Vanished from the SERPS

Sites: www.currys.co.uk | www.pcworld.co.ukSearch Term - Apple iPad with retinaJan 2015 to March 2015


Example two


Site: www.pcworld.co.ukSearch Term - printer inkJan 2014 to March 2015


PC World dropping out of the SERPS

Sites: www.pcworld.co.uk | www.currys.co.ukSearch Term - printer inkJan 2014 to March 2015


In comes Currys

Example three


Site: www.ybonline.co.ukSearch Term - switching current accountsJan 2014 to March 2015


Very unstable positions

Site: www.cbonline.co.ukSearch Term - switching current accountsJan 2014 to March 2015


Clear conflict

Summary

Monitor the visibility of your content dailyNever be fooled by a straight lineAlways investigate suspicious fluxCheck for internal cannibalisation firstLet Google know which pages you want to return highestWith subdomain conflict - rearchitect or agree ownershipBe aware of semantic cannibalisation - it’s increasing!

@jonearnshaw | @ip_seo

Avoiding Internal Conflict Ongoing

Thank You

@jonearnshaw@PiDatametrics

April 2015

Marketing

SEO | The four main types of Cannibalisation affecting the visibility of your content