SEO Cannibalisation revisited and updated illustrating just how easily your online content can loose visibility and in turn negatively impact on your organic traffic and lead to revenue attrition.
7. Site: Easyjet
Search Term - flights to liverpool
Nov 2014 to March 2015
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8. Site: Easyjet
Search Term - flights to liverpool
Nov 2014 to March 2015
Introduce 12 competing URLs from the same domain
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9. Site: Easyjet
Search Term - flights to liverpool
The top positioned page
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10. Site: Easyjet
Search Term - flights to liverpool
Just two of the clustered and isolated pages
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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
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!”
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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
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19. Site: www.sportinglife.com
Search Term - grand national betting
Oct 2014 to April 2015
There’s clearly something going on here!
@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
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23. Site: www.barclays.co.uk
Search Term - compare current accounts
Nov 2014 to March 2015
Two conflicting pages on the same domain
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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
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
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
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
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