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Conflicting Content Your biggest nightmare

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Jon Earnshaw's deck from the 20:20 Digital Marketing Summit - March 2016.

The presentation covered the four types of cannibalisation:
1. Internal conflict
2. Subdomain conflict
3. International conflict
4. Semantic Flux

Publié dans : Données & analyses
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Conflicting Content Your biggest nightmare

  1. 1. Conflicting Content Your biggest nightmare Jon Earnshaw @jonearnshaw @PiDatametrics www.pi-datametrics.com March 2016
  2. 2. @jonearnshaw @PiDatametrics www.pi-datametrics.com Cannibalisation in all its forms is on the increase!
  3. 3. @jonearnshaw @PiDatametrics www.pi-datametrics.com It is starting to answer questions we are regularly being asked
  4. 4. @jonearnshaw @PiDatametrics www.pi-datametrics.com The Four Types Of Cannibalisation 1. Internal Cannibalisation 2. Subdomain Conflict 3. International Conflict 4. Semantic Flux
  5. 5. @jonearnshaw @PiDatametrics www.pi-datametrics.com 1. Internal Cannibalisation Five examples
  6. 6. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example One “We’ve lost our positions what have you done?”
  7. 7. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Ryanair Google UK Search Term: cheap flights turin Date Range: 01/09/2015 - 01/03/2016 http://www.ryanair.com/en/cheap-flights/london-stansted-to-turin/
  8. 8. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Ryanair Google UK Search Term: cheap flights turin Date Range: 01/09/2015 - 01/03/2016 NINETEEN conflicting pages with TWENTY FOUR top position switches
  9. 9. @jonearnshaw @PiDatametrics www.pi-datametrics.com Many of these pages now redirect but the damage has been done!
  10. 10. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Two “I can’t understand what’s going on.”
  11. 11. @jonearnshaw @PiDatametrics www.pi-datametrics.com Sometimes you have to dig a little deeper to discover what’s going on!
  12. 12. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Currys Google UK Search Term: Apple laptop Date Range: 01/09/2015 - 21/10/2015
  13. 13. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Currys Google UK Search Term: Apple laptop Date Range: 01/09/2015 - 21/10/2015
  14. 14. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Three “I’ve tried everything but we can’t seem to get above the fold!”
  15. 15. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Argos Google UK Search Term: Apple laptop Date Range: 01/09/2015 - 04/11/2015 The classic glass ceiling
  16. 16. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Argos Google UK Search Term: Apple laptop Date Range: 01/09/2015 - 04/11/2015
  17. 17. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Four This looks rather odd!
  18. 18. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Santander.co.uk Google UK Search Term: switch banks Date Range: 01/09/2015 - 04/11/2015
  19. 19. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Santander.co.uk Google UK Search Term: switch banks Date Range: 01/09/2015 - 04/11/2015
  20. 20. @jonearnshaw @PiDatametrics www.pi-datametrics.com Comparison of the two URLs Search Term: switch banks
  21. 21. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Five Page not found...
  22. 22. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: John Lewis Google UK Search Term: ladies evening jackets Date Range: 01/11/2015 - 01/03/2016
  23. 23. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: John Lewis Google UK Search Term: ladies evening jackets Date Range: 01/11/2015 - 01/03/2016
  24. 24. @jonearnshaw @PiDatametrics www.pi-datametrics.com Original page not found Google’s replacement
  25. 25. @jonearnshaw @PiDatametrics www.pi-datametrics.com 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
  26. 26. @jonearnshaw @PiDatametrics www.pi-datametrics.com 2. Subdomain Conflict Three Examples
  27. 27. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example One “We’ve dropped off page 1 of Google”
  28. 28. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: store.three.co.uk Google UK Search Term: smartphone Date Range: 01/05/2015 - 01/03/2016
  29. 29. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: store.three.co.uk Google UK Search Term: smartphone Date Range: 01/05/2015 - 01/03/2016
  30. 30. @jonearnshaw @PiDatametrics www.pi-datametrics.com
  31. 31. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Two “Why can’t I rank for my own branded search?!”
  32. 32. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: playstation.com Google UK Search Term: playstation 2 Date Range: 01/12/2015 - 01/03/2016
  33. 33. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Three “a suspicious drop”
  34. 34. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: hilton.com Google UK Search Term: hotels heathrow Date Range: 01/10/2015 - 09/11/2015
  35. 35. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: hilton.com Google UK Search Term: hotels heathrow Date Range: 01/10/2015 - 09/11/2015
  36. 36. @jonearnshaw @PiDatametrics www.pi-datametrics.com 3. International Conflict Two Examples
  37. 37. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example One “Separate domains”
  38. 38. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: hotels.com Google UK Search Term: portugal hotels Date Range: 01/09/2015 - 01/03/2016
  39. 39. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: hotels.com Google UK Search Term: portugal hotels Date Range: 01/09/2015 - 01/03/2016
  40. 40. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Two “hreflang? Never heard of it!”
  41. 41. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: acer.co.uk Google UK Search Term: acer laptops Date Range: 15/12/2015 - 01/03/2016
  42. 42. @jonearnshaw @PiDatametrics www.pi-datametrics.com At first glance This looks like internal conflict
  43. 43. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: acer.co.uk Google UK Search Term: acer laptops Date Range: 15/12/2015 - 01/03/2016
  44. 44. @jonearnshaw @PiDatametrics www.pi-datametrics.com But... There is more to it than that...
  45. 45. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: acer.co.uk Google UK Search Term: acer laptops Date Range: 15/12/2015 - 01/03/2016
  46. 46. @jonearnshaw @PiDatametrics www.pi-datametrics.com acer.co.uk/ac/en/GB/content/models/laptops us.acer.com/ac/en/US/content/models/laptops
  47. 47. @jonearnshaw @PiDatametrics www.pi-datametrics.com 4. Semantic Flux Two Examples
  48. 48. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example One
  49. 49. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: First Choice Google UK Search Term: all inclusive holidays kenya Date Range: 01/09/2015 - 01/03/2016
  50. 50. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: First Choice and Thomson Google UK Search Term: all inclusive holidays kenya Date Range: 01/09/2015 - 01/03/2016
  51. 51. @jonearnshaw @PiDatametrics www.pi-datametrics.com Example Two
  52. 52. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Currys Google UK Search Term: Apple iPad Date Range: 28/10/2015 - 05/11/2015
  53. 53. @jonearnshaw @PiDatametrics www.pi-datametrics.com Site: Currys Google UK Search Term: Apple iPad Date Range: 28/10/2015 - 05/11/2015
  54. 54. @jonearnshaw @PiDatametrics www.pi-datametrics.com Apple iPads - Cheap APPLE iPads Deals | Currys Apple iPads - Best APPLE iPads Offers | PC World
  55. 55. @jonearnshaw @PiDatametrics www.pi-datametrics.com 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 - re architect or agree ownership ● Be aware of semantic cannibalisation - it’s increasing!
  56. 56. Thank You Jon Earnshaw @jonearnshaw @PiDatametrics www.pi-datametrics.com March 2016

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