SEO | The four main types of Cannibalisation affecting the visibility of your content
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The document explores various forms of content cannibalisation affecting search engine visibility, including internal, subdomain, international conflicts, and semantic flux. It provides examples and analyses of sites experiencing these issues, illustrating the confusion created by multiple competing URLs. The document also offers recommendations for addressing these conflicts to improve search engine results and clarity for users.
SEO | The four main types of Cannibalisation affecting the visibility of your content
- 1. Content Cannibalisation Jon Earnshaw www.pi-datametrics.com April 2015 @jonearnshaw | @PiDatametrics
- 2. @jonearnshaw | @PiDatametrics Cannibalisation in all its forms is on the increase!
- 3. It is starting to answer questions we are regularly being asked @jonearnshaw | @PiDatametrics
- 4. 1. Internal Cannibalisation 2. Subdomain Conflict 3. International Conflict 4. Semantic Flux The Four Types Of Cannibalisation @jonearnshaw | @PiDatametrics
- 5. 1. Internal Cannibalisation Some examples of very common complaints @jonearnshaw | @PiDatametrics
- 6. Example One “We’ve lost our positions what have you done?” @jonearnshaw | @PiDatametrics
- 7. Site: Easyjet Search Term - flights to liverpool Nov 2014 to March 2015 @jonearnshaw | @PiDatametrics
- 8. Site: Easyjet Search Term - flights to liverpool Nov 2014 to March 2015 Introduce 12 competing URLs from the same domain @jonearnshaw | @PiDatametrics
- 9. Site: Easyjet Search Term - flights to liverpool The top positioned page @jonearnshaw | @PiDatametrics
- 10. Site: Easyjet Search Term - flights to liverpool Just two of the clustered and isolated pages @jonearnshaw | @PiDatametrics
- 11. Example Two “I can’t understand what’s going on.” Sometimes you have to dig a little deeper to discover what’s going on! @jonearnshaw | @PiDatametrics
- 12. Site: Argos Search Term - iPad price Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics
- 13. Site: Argos Search Term - iPad price Jan 2014 to March 2015 Conflict from below position 80! Four very similar product pages @jonearnshaw | @PiDatametrics
- 14. Example Three “I’ve tried everything but we can’t seem to get above the fold!” @jonearnshaw | @PiDatametrics
- 15. Site: Debenhams Search Term - living room furniture January to April 2015 The glass ceiling @jonearnshaw | @PiDatametrics
- 16. Site: Debenhams Search Term - living room furniture January to April 2015 Five competing URLs @jonearnshaw | @PiDatametrics
- 17. Example Four Erratic positions and struggling for traction! @jonearnshaw | @PiDatametrics
- 19. Site: www.sportinglife.com Search Term - grand national betting Oct 2014 to April 2015 There’s clearly something going on here! @jonearnshaw | @PiDatametrics
- 20. Site: www.sportinglife.com Search Term - grand national betting Oct 2014 to April 2015 12 competing URLs and no winner! @jonearnshaw | @PiDatametrics
- 21. Example Five Suspicious flux followed by decline @jonearnshaw | @PiDatametrics
- 22. Site: www.barclays.co.uk Search Term - compare current accounts Nov 2014 to March 2015 A gradual decline from above the fold @jonearnshaw | @PiDatametrics
- 23. Site: www.barclays.co.uk Search Term - compare current accounts Nov 2014 to March 2015 Two conflicting pages on the same domain @jonearnshaw | @PiDatametrics
- 24. Site: www.barclays.co.uk Last week we see a third page enter the mix @jonearnshaw | @PiDatametrics 1 Backlink 4 Backlinks
- 25. Example Six Another decline @jonearnshaw | @PiDatametrics
- 26. Site: www.houseoffraser.co.uk Search Term - loafers Nov 2014 to March 2015 Something’s gone wrong! @jonearnshaw | @PiDatametrics
- 27. Site: www.houseoffraser.co.uk Search Term - loafers Nov 2014 to March 2015 Introduce - men’s loafers, women’s loafers and loafers @jonearnshaw | @PiDatametrics
- 28. Site: www.houseoffraser.co.uk A generic loafers page is also indexed @jonearnshaw | @PiDatametrics
- 29. 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 @jonearnshaw | @PiDatametrics
- 30. Subdomain Conflict Three Examples @jonearnshaw | @PiDatametrics
- 31. Example One “I’ve just dropped off page one!” @jonearnshaw | @PiDatametrics
- 32. Site: shop.tescomobile.com Search Term - mobile phone upgrade Oct 2014 to March 2015 @jonearnshaw | @PiDatametrics
- 33. Site: shop.tescomobile.com Search Term - mobile phone upgrade Oct 2014 to March 2015 www version pulls the subdomain off page 1 @jonearnshaw | @PiDatametrics
- 34. Example Two Another Telco @jonearnshaw | @PiDatametrics
- 35. Site: store.three.co.uk Search Term - latest mobile phones 07 March to 02 April 2015 @jonearnshaw | @PiDatametrics That’s not ideal!
- 36. Site: store.three.co.uk Search Term - latest mobile phones 07 March to 02 April 2015 @jonearnshaw | @PiDatametrics Enter three conflicting pages from the www site
- 37. Site: www.three.co.uk @jonearnshaw | @PiDatametrics Just two of the conflicting pages
- 38. Example Three Don’t ignore the subtle flux @jonearnshaw | @PiDatametrics
- 39. Site: www.natwest.com Search Term - personal accounts Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics From above-the-fold to well below
- 40. Site: www.natwest.com Search Term - personal accounts Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Enter the personal.natwest subdomain
- 41. International Conflict One Example @jonearnshaw | @PiDatametrics
- 42. Site: www.hotelscombined.co.uk Search Term - hotels in New York Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Rarely visible on page 1
- 43. Sites: www.hotelscombined.co.uk and .com Search Term - hotels in New York Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Enter the .com version
- 44. 3. Semantic Flux Three examples @jonearnshaw | @PiDatametrics
- 45. Example one @jonearnshaw | @PiDatametrics
- 46. Site: www.currys.co.uk Search Term - Apple iPad with retina Dec 2014 to March 2015 @jonearnshaw | @PiDatametrics Vanished from the SERPS
- 47. Sites: www.currys.co.uk | www.pcworld.co.uk Search Term - Apple iPad with retina Jan 2015 to March 2015 @jonearnshaw | @PiDatametrics
- 48. Example two @jonearnshaw | @PiDatametrics
- 49. Site: www.pcworld.co.uk Search Term - printer ink Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics PC World dropping out of the SERPS
- 50. Sites: www.pcworld.co.uk | www.currys.co.uk Search Term - printer ink Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics In comes Currys
- 51. Example three @jonearnshaw | @PiDatametrics
- 52. Site: www.ybonline.co.uk Search Term - switching current accounts Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics Very unstable positions
- 53. Site: www.cbonline.co.uk Search Term - switching current accounts Jan 2014 to March 2015 @jonearnshaw | @PiDatametrics Clear conflict
- 54. 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 - rearchitect or agree ownership Be aware of semantic cannibalisation - it’s increasing! @jonearnshaw | @ip_seo
- 55. Avoiding Internal Conflict Ongoing