A week is a very long time in Search!Cannibalisation and its impact on the visibility of your content

Jon Earnshaw I Intelligent Positioning www.intelligentpositioning.comwww.pi-datametrics.com

12 September 2014

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1. Internal Cannibalisation2. Subdomain Conflict3. International Conflict4. Semantic Flux

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The Four Types Of Cannibalisation

1. Internal Cannibalisation

Three Examples

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Internal Cannibalisation - flights to paris | Ryanair

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Never be fooled by a straight line!

Internal Cannibalisation - flights to paris | Ryanair

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Internal Cannibalisation - flights to paris | Ryanair

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So what does all this mean?

● Google is not sure which page to return● We’re never quite getting on to page 1● 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

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Weekly Tracking - Ebay - Nintendo Wii Games

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Daily Vs. Weekly Tracking

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Internal Cannibalisation - World cup | The Daily Mail

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Internal Cannibalisation - World cup | The Daily Mail

Internal Cannibalisation - World cup | The Daily Mail

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The Daily Mail - Article

Content Optimisation - Daily Mail

World Cup ‘Landing Page’

Article Pages

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Competitors - The Telegraph & The Guardian

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The Guardian

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The Guardian - Article

Content Optimisation - The Guardian

World Cup ‘Landing Page’

Article Pages

2. Subdomain Conflict

Two Examples

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Sub Domain Conflict - Place bet | Ladbrokes

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Sub Domain Conflict - Place bet | Ladbrokes

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Sub Domain Conflict - red cardigan | Oasis

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Sub Domain Conflict - red cardigan | Oasis

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Sub Domain Conflict - SERPS Doorways

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Last Highest Position Main Domain

Original Page Main Domain Only remaining position SubDomain

Don’t use subdomains!

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3. International Conflict

Just One Example

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International - hotels in Michigan | Expedia

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International - hotels in Michigan | Expedia

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International - hotels in Michigan | Expedia

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International - hotels in Michigan | Expedia

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4. Semantic Flux

Two Examples

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Semantic Flux - Gaming Computer | Currys

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Semantic Flux - Gaming Computer | PC World

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Semantic Flux - Gaming Computer

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Example 2

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Semantic Flux - Changing Current Accounts | Smile

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Semantic Flux - Changing Current Accounts | Co-op

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Semantic Flux - Changing Current Accounts

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So how does Google know this?

Summary

Monitor the visibility of your content dailyNever be fooled by a straight lineAlways investigate suspicious fluxCheck for internal cannibalisation firstLet Google know which pages you want to return highestWith subdomain conflict - rearchitect or agree ownershipBe aware of semantic cannibalisation - it’s increasing!

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Thank You@jonearnshaw@PiDatametrics@ip_seo12 September 2014