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Similaire à Cannibalisation: How to identify and fix it | Brighton SEO | Arpun Bhuhi
Similaire à Cannibalisation: How to identify and fix it | Brighton SEO | Arpun Bhuhi (20)
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Cannibalisation: How to identify and fix it | Brighton SEO | Arpun Bhuhi
- 1. Cannibalisation: How to identify and fix it Arpun Bhuhi | Brainlabs SLIDESHARE.NET/ArpunBhuhi @ArpunBhuhi
- 2. A client came to us back in 2019 after a messy migration
- 4. 4 A bit more context... Big e- commerce
- 5. 5 A bit more context... Big e- commerce Consolidated 2 sites into 1
- 7. 7 Date Visibility Equity & authority No authority or brand awareness
- 8. 8 A bit more context... Big e- commerce Consolidated 2 sites into 1 Created new pages
- 9. 9 Big e- commerce Consolidated 2 sites into 1 Created new pages
- 13. Multiple pages were attempting to rank for these keywords
- 14. Google wasn’t sure which pages should rank
- 19. Get stuck in
- 20. 20
- 21. 21
- 22. 22
- 26. When two or more pages on a site are competing to rank for a term or group of terms
- 27. “Why are our pages competing?”
- 28. Google isn’t clear which page should be the ranking page
- 29. 29 Why do pages cannibalise? Duplicate or near duplicate content Unclear keyword targeting Ambiguous intent targeting
- 31. 31 Black dresses
- 32. 32 Black dresses
- 33. Our client was experiencing some of this
- 34. 34 Why do pages cannibalise? Duplicate or near duplicate content Unclear keyword targeting
- 36. 36 https://www.boots.com/beauty/skincare/facial-skincare/moisturiser Face Moisturisers | Day & Night Creams - Boots Browse a range of moisturisers from top skincare brands at Boots. Collect 4 Advantage Card Points for every pound you spend. https://www.boots.com/beauty/skincare/facial-skincare/moisturiser/boots-3 Face Moisturisers | Day & Night Creams - Boots Browse a range of moisturisers from top skincare brands at Boots. Collect 4 Advantage Card Points for every pound you spend.
- 37. Our client was experiencing more of this
- 38. 38 Why do pages cannibalise? Duplicate or near duplicate content Unclear keyword targeting Ambiguous intent targeting
- 39. “What is intent exactly?”
- 40. What the user is really searching for? What do they want to achieve?
- 41. 41 Informational Preferential Transactional Navigational
- 42. 42 Informational Preferential Transactional Navigational “How do you spell Arpen?”
- 43. 43 Informational Preferential Transactional Navigational “How do you spell Arpen?” “Aprun twitter”
- 44. “How do you know what the intent of a keyword is?”
- 45. Intent is reflected in the SERP (Search Engine Results Page)
- 46. Google it
- 47. 47
- 48. 48
- 49. 49
- 50. 50
- 51. 51
- 52. 52
- 53. 53
- 54. 54 This is me btw
- 55. If you don’t meet intent, you won’t rank
- 56. 56 And this site had all 3 Duplicate or near duplicate content Unclear keyword targeting Ambiguous intent targeting
- 57. “What does cannibalisation look like?”
- 59. 59 There are different types of cannibalisation Switching Multiple ranking
- 61. 61 Date Rank This is the dream
- 63. 63 Click through rate curve for page 1
- 65. 65 Page A Page B Date Rank Watch out for site links
- 66. “We noticed these 2 pages ranking...”
- 67. “... isn’t that a good thing?”
- 68. 68 Say the line It depends
- 69. 69 How we view cannibalisation Good Moderate Bad
- 70. 70 Good Pages are ranking high on page one (positions 1-3). Both pages perform well.
- 72. 72 Why is this good? Own more SERP real estate
- 73. 73 Why is this good? Own more SERP real estate Increased potential click through rate
- 74. 74 Why is this good? Own more SERP real estate Increased potential click through rate Brand awareness
- 75. 75 Moderate Switching or multiple ranking is minimal with one page receiving more traffic. Ranking mid to end of page 1.
- 77. 77 Bad Competition is consistent with traffic split between pages. Pages struggle to rank on page 1.
- 78. 78 Date Rank Page A Page B Page C @ArpunBhuhi
- 79. 79 Our client was experiencing all three Good Moderate Bad
- 80. What’s at stake?
- 82. But also traffic, authority & brand awareness
- 83. How to identify it
- 84. “We don’t know if we are cannibalising ourselves?”
- 85. Start looking at keywords you would expect your site to rank for
- 86. 86 This can be manually To see if you have multiple pages ranking or if the ranking page switches
- 87. 87 Or you can use Google Search Console
- 88. 88 Search for a query you’d expect to rank for
- 89. 89 And look at clicks and impressions...
- 90. 90 And focus in on impressions @ArpunBhuhi
- 91. 91 Start tracking your priority keywords in a rank tracker @ArpunBhuhi
- 92. 92 Or you can create a report @ArpunBhuhi
- 93. 93 Think about your data source Best to use GSC data & Big Query
- 94. 94 Luckily, I know a guy @dom_woodman
- 95. “Ok, we know we have an issue”
- 96. Get your priority keywords in a rank tracker
- 97. 97 We recommend GetSTAT Make sure you have tracked at least 2 weeks worth of data. @ArpunBhuhi
- 98. Export rankings over multiple days
- 99. 99 You want enough data to find trends 3 months worth of data pull weekly ranking data
- 100. 100 You want enough data to find trends 2 weeks of data pull daily data
- 101. 101 Map out the results in a sheet Map out the ranking pages per keyword. Pull search volume for keywords. @ArpunBhuhi
- 102. 102 Map out the switching We want to see how many times the ranking page switches. @ArpunBhuhi
- 103. 103 Here is a close up for those at the back The final column counts the number of times the ranking page switches over for a keyword. @ArpunBhuhi
- 104. Export a multiple rankings report
- 105. 105 And pull this data Cross reference keywords that both switch and have pages rank simultaneously for. @ArpunBhuhi
- 106. Start analysing
- 107. 107 You should be able to prioritise Look at which keywords are cannibalising the most and also have high search volume. @ArpunBhuhi
- 108. 108 And prioritise those that are also ranking simultaneously Kill 2 birds with one stone. @ArpunBhuhi
- 110. How to fix it
- 111. 111 There are 3 different approaches Optimisation Indexability Consolidation
- 112. You can pick and choose
- 113. 113 What do we mean by “optimisation” Meta data On-page content Creation of new pages Internal linking
- 114. 114 What do we mean by “indexability” Canonicals Noindex Redirects
- 115. 115 What do we mean by “consolidation” Combining pages to make a mega page
- 116. “Well how do we know what the right solution is?”
- 117. Finding the answer to what your users want will guide you
- 118. It all comes down to intent
- 119. 119 Informational Preferential Transactional Navigational @ArpunBhuhi If you don’t meet intent, you won’t rank
- 120. Understanding the risk will help you create actions
- 121. 121 How to understand the risk? Pull data from
- 122. 122 Pull the following metrics Organic and all channel sessions per page Clicks and impression per query per page @ArpunBhuhi
- 123. 123 And pull these metrics Organic and all channel transactions or revenue per page @ArpunBhuhi
- 124. 124
- 125. 125 Consolidate the two pages And redirect
- 126. 126 The weaker (organically) page could be used for PPC or social
- 127. 127 In which case, canonicalise or noindex
- 128. Make it actionable
- 129. 129 Use a ticket-like approach @ArpunBhuhi
- 131. How did this help the client?
- 133. I am not claiming the recovery was solely down to cannibalisation
- 134. Priority keywords that were cannibalising heavily
- 135. We performed a few rounds of this audit
- 136. Looking at the top 20 keywords when they came to us
- 137. 15 were branded 5 non-branded
- 138. Looking at the top 20 keywords now
- 139. 8 are branded 12 non-branded
- 140. 10 of the 12 non-branded previously cannibalised
- 141. 136,020 more clicks 1.6 million more impressions Improved by 7 positions
- 142. 142 Cannibalisation Internal linking Index bloat Content audits Schema review Thin content Keyword mapping
- 143. 143 We were working with a great team
- 144. 144 Rewarded in the December Core Update
- 145. 145 79% of keywords reviewed no longer cannibalise
- 146. 146 Fixing cannibalisation enabled the site to see huge recovery
- 148. Thank you!