Cannibalization of content - It's killing your revenues

Cannibalization of content
It’s on the increase and
it’s killing your revenues!
Jon Earnshaw
@jonearnshaw @PiDatametrics
www.pi-datametrics.com
November 2016

@jonearnshaw @PiDatametrics www.pi-datametrics.com
This is NOT about
duplicate content
penalties

This is about Cannibalization

Content
Confusion
Conflict

3 Parts
Where we’re going wrong now
What happens when we turn our backs
Saving revenue attrition

Why we’re in
the state we’re in

40%
of online marketing
budgets are spent on content!

So, why do we create content?

BUT
We’ve been making
two mistakes

Isolation

Curation

What happens when we
turn our backs on our
content?

Four main types
● Internal conflict
● Subdomain conflict
● International conflict
● Semantic flux

Internal Conflict
The most common cause of unexplained loss of visibility

Example 1
We’re losing visibility left,
right and center!

Site: Large Retailer (with over 1000 stores across the US)
Search Engine: Google US
Search Term: Multiple Clothing Terms - high volume
Date Range: 01 June 2016 - 10 October 2016

Search Term: wedding guest dresses

Search Term: Petite maxi dress

Search Term: Petite maxi dress
Six conflicting
pages including
category,
product and
various facets

Example 2
Why have we dropped
to the bottom of page 1?

Site: One of the largest online retailers in the US with almost 1000 stores across the country
Search Term: travel luggage

Site: One of the largest online retailers in the US with almost 1000 stores across the country
Search Term: travel luggage
Two completely
different pages but
with related content

Example 3
Classic glass ceiling
followed by a fall

Site: Big four US bank (operating in over 100 countries)
Search Term: best bank debit card
Date Range: 01 April 2016 - 10 October 2016

Site: Big four US bank (operating in over 100 countries)
Search Term: best bank debit card
Date Range: 01 April 2016 - 10 October 2016
Three conflicting pages:
● the canonical page
● comparison page
● special card page
This is why DEPTH of
tracking is so
important

MainpageComparisonpageSpecialcardpage

Example 4
A steady decline from page 1!

Site: US multinational retail chain with several thousand stores
Search Term: juicer
Date Range: 01 April 2016 - 30 September 2016

What about Bing?

Site: Large department store (334 stores, in 39 states)
Search Term: Women’s suits
Date Range: 01 January 2016 - 10 October 2016
/designer-suits
/womens-clothing
/womens-work-suits
/womens-swimsuits
/womens-work-suiting

Site: Large department store (334 stores, in 39 states)
Search Engine: Bing US
Search Term: Women’s suits
Date Range: 01 January 2016 - 10 October 2016
/designer-suits
/womens-clothing
/womens-work-suits
/womens-swimsuits
/womens-work-suiting

Subdomain Conflict
Yes - they’re still out there!

One Example
Why is our visibility dropping?

Site: US hotel chain (with over 2000 hotels in North America alone)
Search Term: best NYC hotels

Site: US hotel chain with over 2000 hotels in North America alone
Search Term: best NYC hotels
An absence of
coexistence!
book.subdomain
main domain

International Conflict

One Example
Highly suspicious flux
in the credit card space

Site: One of the biggest credit card companies in the world
Search Term: corporate cards
Date Range: 01 June 2016 - 30 September 2016
Canadian page

Site: One of the biggest credit card companies in the world
Search Term: corporate cards
Date Range: 01 June 2016 - 30 September 2016
Canadian page
US subdomain

Semantic flux

One Example
It’s time to turn to the UK

Site: PC World
Search Engine: Google UK
Search Term: macbook air

Taking better care
of our content

Internal Conflict
Finding it

You need data
Don’t be fooled by a straight line!
Always investigate suspicious flux

Internal Conflict
Fixing it

Cinque Terre

Site: Global Travel Site
Search Engine: Google
Search Term: Cinque Terre
Date Range: 11 June 2016 - 16 June 2016

Site: Global Travel Site
Search Engine: Google
Search Term: Cinque Terre
Date Range: 11 June 2016 - 16 June 2016
Location page
Guide to best beaches
Guide to sailing

Don’t change
anything just yet!

Do apparently conflicting pages
position in their own right?

Sailing
in the
Cinque Terre
Luxury travel
guide to the
Cinque Terre
Cinque
Terre

Cinque Terre
Sailing in the
Cinque Terre
Luxury guide
to the
Cinque Terre
Dining out
in the
Cinque Terre
Luxury guide to CT
Sailing in the CT Dining out in the CT
The Cinque Terre The Cinque Terre
Link

● Monitor the visibility of your content daily
● Identify internal conflict
● Remain inside the mind of your customers
● Decide on the doorways into your world
● Restrict your crawl space if necessary
● Create appropriate hubs
● Utilise intra-site linking

Internal Conflict
Preventing it

Thinking of creating
new content?
Follow these essential steps
to avoid Internal Conflict...

5. LINK...
...any existing and relevant complementary pages to your new content,
using the destination theme term as the anchor text. Don’t overdo it!
These should benefit the searcher as well as Google.
6. THEME...
...The new page for this term and link back
to it appropriately.
Ensure the Title is unique and contains
the term.
3. CHECK
AGAIN:
Try removing
the ‘intitle:’ from
the search operator.
1. BEGIN...
...with the customer.
What search phrase would they use to find
your content? This forms the basis for
Page Theming.
2. IMPORTANT:
Before publishing ask yourself:
“Do we have other similar or related content
on-site?”
Use the site operator in Google for clues:
e.g. site:mysite.com intitle:search term
3. CHECK...
...the search results for the term you’re
optimising for.
Do you see any pages from your domain?
YES
COMPLEMENTAR
Y
4. ASK...
Are the pages
complementary or
conflicting?
CONFLICTING
NO
5. DECIDE:
Which page do you want to
position for the term you are
optimising?
THENEWPAGE
AN EXISTING PAGE
6. COMPLEMENT
Your new page is complementary. As it is new it has the potential to
conflict so theme and link between this and the chosen existing page
carefully. This page may well position in its own right for derivative and
longer tail queries.

Thank you
Jon Earnshaw
@jonearnshaw @PiDatametrics
www.pi-datametrics.com
November 2016

Cannibalization of content - It's killing your revenues

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