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How to fix any SEO problem | Brighton SEO April 2016 | Pi Datametrics

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Watch my talk here: https://goo.gl/a34oQ4

Pi Datametrics has faced a number of SEO challenges when working with their clients. Here are just a few case study examples showing you how to address issues such as duplicate content, stolen content and suspicious flux.

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How to fix any SEO problem | Brighton SEO April 2016 | Pi Datametrics

  1. 1. How to fix any SEO problem Jon Earnshaw @jonearnshaw @PiDatametrics www.pi-datametrics.com April 2016
  2. 2. @jonearnshaw @PiDatametrics www.pi-datametrics.com Three Chapters A big problem solved! A series of mysterious disappearances Conclusion: The take aways
  3. 3. @jonearnshaw @PiDatametrics www.pi-datametrics.com
  4. 4. @jonearnshaw @PiDatametrics www.pi-datametrics.com Chapter 1 A big problem solved The perfect solution to a tricky problem
  5. 5. @jonearnshaw @PiDatametrics www.pi-datametrics.com Our old friend... Suspicious flux
  6. 6. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Search Term: The Bone Clocks Date Range: 21/08/2015 - 25/10/2015 The Bone Clocks - Hardback book
  7. 7. @jonearnshaw @PiDatametrics www.pi-datametrics.com Paperback bookHardback book
  8. 8. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Search Term: The Bone Clocks Date Range: 21/08/2015 - 25/10/2015 The Bone Clocks - Hardback book The Bone Clocks - Paperback book
  9. 9. @jonearnshaw @PiDatametrics www.pi-datametrics.com One book...many many versions
  10. 10. @jonearnshaw @PiDatametrics www.pi-datametrics.com The solution Introducing the canonical book
  11. 11. @jonearnshaw @PiDatametrics www.pi-datametrics.com Group A Cannot be differentiated Group B Cannot be differentiated
  12. 12. @jonearnshaw @PiDatametrics www.pi-datametrics.com Promising early results
  13. 13. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Search Term: The Bone Clocks Date Range: 21/08/2015 - 25/10/2015 The Bone Clocks - Hardback book The Bone Clocks - Paperback book
  14. 14. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Search Term: The Organised Mind Date Range: 10/10/2015 - 12/12/2015 The Organised Mind - Hardback book The Organised Mind - Paperback book
  15. 15. @jonearnshaw @PiDatametrics www.pi-datametrics.com With the big fix in place...
  16. 16. @jonearnshaw @PiDatametrics www.pi-datametrics.com Chapter 2 A series of mysterious disappearances
  17. 17. @jonearnshaw @PiDatametrics www.pi-datametrics.com Somebody’s been stealing our books!
  18. 18. @jonearnshaw @PiDatametrics www.pi-datametrics.com
  19. 19. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Book Title: Test Your Cat Date Range: 01 January 2016 - 03 February 2016 Test Your Cat - Paperback
  20. 20. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Book Title: The Establishment Date Range: 01 January 2016 - 03 February 2016 The Establishment - Paperback
  21. 21. @jonearnshaw @PiDatametrics www.pi-datametrics.com Dozens of others!
  22. 22. @jonearnshaw @PiDatametrics www.pi-datametrics.com It's time to explore the SERPS!
  23. 23. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Book Title: Test Your Cat Date: 10 January 2016
  24. 24. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Book Title: Test Your Cat Date Range: 01 January 2016 - 03 February 2016 waterstones.com harpercollins.com
  25. 25. @jonearnshaw @PiDatametrics www.pi-datametrics.com Waterstones no longer in the Knowledge Panel
  26. 26. @jonearnshaw @PiDatametrics www.pi-datametrics.com What about The Establishment?
  27. 27. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Book Title: The Establishment Date: 28 January 2016
  28. 28. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Book Title: The Establishment Date Range: 01 January 2016 - 03 February 2016 waterstones.com penguin.co.uk
  29. 29. @jonearnshaw @PiDatametrics www.pi-datametrics.com So what’s causing this to happen now?
  30. 30. @jonearnshaw @PiDatametrics www.pi-datametrics.com Spot the difference...
  31. 31. @jonearnshaw @PiDatametrics www.pi-datametrics.com
  32. 32. @jonearnshaw @PiDatametrics www.pi-datametrics.com Exactly the same synopsis
  33. 33. @jonearnshaw @PiDatametrics www.pi-datametrics.com Waterstones synopsis HarperCollins synopsis
  34. 34. @jonearnshaw @PiDatametrics www.pi-datametrics.com Further proof
  35. 35. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Book Title: The Establishment Date Range: 22 January 2016 - 22 February 2016 Originally we saw a happy coexistence waterstones.com https://www.penguin.co.uk/books/188238/the-establishment/ http://www.penguin.co.uk/books/the-establishment/9781846147197/
  36. 36. @jonearnshaw @PiDatametrics www.pi-datametrics.com Waterstones synopsis
  37. 37. @jonearnshaw @PiDatametrics www.pi-datametrics.com Penguin: Coexisting hardback Penguin: Conflicting paperback
  38. 38. @jonearnshaw @PiDatametrics www.pi-datametrics.com Penguin: 101 additional words to replicate Waterstones
  39. 39. @jonearnshaw @PiDatametrics www.pi-datametrics.com “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
  40. 40. @jonearnshaw @PiDatametrics www.pi-datametrics.com The fix
  41. 41. @jonearnshaw @PiDatametrics www.pi-datametrics.com Obvious first test: Make our synopsis unique
  42. 42. @jonearnshaw @PiDatametrics www.pi-datametrics.com Updated 01 March
  43. 43. @jonearnshaw @PiDatametrics www.pi-datametrics.com 10 Hours!
  44. 44. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Waterstones Google UK Date Range: 21 February 2016 - 16 March 2016 The Establishment The Long Mars The Pointless Book The Road to Little Dribbling All positions reinstated or better
  45. 45. @jonearnshaw @PiDatametrics www.pi-datametrics.com Waterstones back in the Knowledge Panel!
  46. 46. @jonearnshaw @PiDatametrics www.pi-datametrics.com Again, the same synopsis!
  47. 47. @jonearnshaw @PiDatametrics www.pi-datametrics.com What next? Deal with 5 million books Trialling additional modifications
  48. 48. @jonearnshaw @PiDatametrics www.pi-datametrics.com Chapter 3 The take aways
  49. 49. @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
  50. 50. @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!
  51. 51. @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
  52. 52. Thank You Jon Earnshaw @jonearnshaw @PiDatametrics www.pi-datametrics.com April 2016

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