SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your Sites

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Transcript of SEO - Stop Eating Your Words - Avoid Cannibalisation Of Your Sites

  • STOP EATING YOUR WORDS TO AVOID SEO SITE CANNIBALIZATION

  • ITS A MYTH -DUPLICATE CONTENT PENALTY

    - THERES NO SUCH THING

  • EXACT DUPLICATES ARE FILTERED OUT IN THE SEARCH ENGINE SYSTEM TO ARRIVE AT A SINGLE URL / CONTENT FINGERPRINT

  • BUTDUPLICATE VERSIONS(HTTPS/HTTP/NONWWW/WWW)- ITS NOTALWAYS THE ONE YOUWOULD PREFER THAT GETS CHOSEN AS THE ONE AND INDEXED

  • ANDTOO SIMILAR CONTENT CAN BE A BALL AND CHAIN TO YOUR WEBSITE

  • BUTWE ARE DROWNING IN A SEA OF CONTENT

    WHATS WORSE THAN DUPLICATE CONTENT?

  • MAKING GOOGLE PLAY SPOT THE DIFFERENCE

    TOO SIMILAR CONTENT ISONE OF THE CANNIBALS

  • WE ARE ALL PUBLISHERS

    SOURCE: http://wordpress/activity/posting

    Make more content can have a down side

  • A LOT OF THE CONTENT IS KIND OF THE SAME

    Theres a needle in here somewhere

    Its an important needle too

  • GOOGLE CAN GET CONFUSED AS TO WHICH PAGE IT SHOULD RANK FROM YOUR SITE FOR KEY TERMS FROM TOO SIMILARS

  • The Four Main Types Of Cannibalisation Slideshare @jonearnshawhttp://www.slideshare.net/jonathanearnshaw/seo-46813620

  • AS ONE PAGE GOES UP OTHER TOO SIMILAR PAGES GO DOWN SOMETIMES A LOT

  • SOME SYMPTOMS

    Different pages ranking for the same term

    Hanging around on page 2

    Never quite achieving those top spots

    Different URLs ranking for the same term in your industry seasonal periods

    Not getting the CTR (click through rate) despite ranking reasonably well

    Shared impressions in Google Search Console for different pages for the same terms

  • IDENTIFY THE PROBLEM

  • SOME SYMPTOMS

    PRIMARY TARGET KEEPS LEAPING AROUND

  • CHECK PAGE SIMILARITY %

    http://www.webconfs.com/similar-page-checker.php

  • ARE MANY URLs FIGHTING WITH EACH OTHER FOR THE SAME QUERY?

    CAVEAT: CONTEXT OF QUERY WILL ALSO COME INTO PLAY BUT GENERALLY YOU DONT WANT SEVERAL URLS IN THE LIST

  • TOOLS

    SITELINER DUPLICATE & COMMON CONTENT CHECKER

  • SEMRUSH DUPLICATE CHECKER

  • DEEP CRAWL DUPLICATE & WRONG VERSION CHECKER

  • TOOLS

    ON PAGE DUPLICATE

  • DO A SITE:YOURDOMAIN.COMSEARCH IN GOOGLE SERPS

    DO A SITE: www.YOURDOMAIN.COMSEARCH IN GOOGLE SERPSCHECK THE DIFFERENCEREPEAT WITH HTTPS

  • JUST A FEW OF THE CAUSES OF CANNIBALIZATION

    Too similar or wrong version content

    Skewed votes of awesomeness from within your own site

    Anchor text inconsistency

    Lack of logic within site structure

    Not enough environmental context surrounding the content

    Placement in site structure

    Sharing relevance for queries with other pages (even those which are not that similar)

    Optimising several pages for the same terms (even unwittingly)

    Incorrect use of canonicalisation and hreflang

  • SKEWED IMPORTANCE VIA INTERNAL LINKINGSTOP VOTING FOR THE WRONG TARGETS FROM WITHIN YOUR OWN SITE

    THE MOST IMPORTANT PAGES SHOULD BE TOWARD THE TOP OF THE LIST

    NOT YOUR BLOG OR BLOG CATEGORIES IDEALLY

  • BAD VERY SIMILAR CONTENT CAN BE GENERATED VIA WRONG PARAMETER PICKUP

    SOMETIMES GOOGLEBOT PICKS UP ONTHE WRONG PARAMETER FIELDFROM DYNAMIC URLS AND HEADS OFFINTO THE MAZE.

    THE IMPORTANT URL IS LOST

    CHECK LOGS FOR STRANGE URLS

    THE IMPORTANT URL

    LOSES IMPORTANCE WHEN GOOGLEBOT ENCOUNTERS DYNAMICALLY GENERATED RANDOM BUT LOGICAL CONTENT FROM PARAMETERS

  • INCONSISTENT ANCHOR TEXT INTERNAL LINKING

    BE CONSISTENT IN INTERNAL ANCHOR LINKS

    BUT DONT BE SPAMMY EITHER

    MAKE SURE THAT THE CONTEXT AND LINK IS USEFUL TO THE VISITOR AND ALSO TO THE SEARCH ENGINE

    IF YOUR INTERNAL ANCHOR CLOUD SCREAMS SPAM ON MONEY TERMS NOOO

    AVOID BEING FORMULAIC

  • USE BREADCRUMBS TO EMPHASISE IMPORTANCE & RELEVANCE IN SITES

    Image credit: https://www.smashingmagazine.com/2009/03/breadcrumbs-in-web-design-examples-and-best-practices/

    HOMESITE

    SECTIONCATEGORY

    PRODUCT / ARTICLE

    MOST

    FEWER

    FEWERSINGLE TEXT OUTPUT ONLYBREADCRUMB

  • SOME NOTES ON CANONICALIZATION1) Duplicate or very near duplicate content should be canonicalized2) You cant no-index a URL and then canonicalize it to something else3) With and without a trailing slash is different4) Dont forget to switch you canonicals when moving to HTTPS5) Self referencing canonicalization can help if your content gets scraped6) Avoid canonicalizing URLs to another if its too different7) Dont canonicalize paginated URLs to the first page of the set use next/prev8) Remember that Google is looking for a single version of a URL to index canonicalization is key to this9) Dont canonicalize just for rankings. Canonicalize to reduce duplication10) Consider whether a 301 redirect would be the best fit11) Review URL parameters on dynamic sites to help choose canonicalsSOME CANONICALS MAY BE IGNORED IF GOOGLEBOT / THE SEARCH ENGINE THINKS YOU MADE A MISTAKE (e.g. too different a URL)

  • PICK YOUR TARGETSLet your target pages be a clear winner always

    BUT DO NOT OVER OPTIMISE ANYTHING EVER

    YOU DONT NEED TO OPIMISE EVERYTHING

    MAKE YOUR TARGET PAGE THE MOST RELEVANTON A TOPIC

  • MERGING OF TOO SIMILAR CONTENT FOR CONCENTRATION (BULK UP (DONT STEAL) THE POWER)

    1) Variants2) Stemming3) Synonyms4) Associated keywords5) Theme level, section and page level6) Silos

    DO A CONTENT AUDIT

    Find variants for a keyword in Google Search Console in content keywords

    Theyre potentially the same thing

    You need to merge pages if they cant stand on their own two feet alone

    CONCENTRATE RATHER THAN DILUTE

  • THEM CRAZY CRAZY RANDOM BLOG SECTIONS

    NO ORDER OR LOGIC

  • ORGANISE TO SOME ORDERED LOGIC TO ADD FURTHER MEANING

    MAKE LIKE A LIBRARY

    A BLOG IS NOT A LIBRARY IT IS A RANDOM COLLECTION OF MANY UNRELATED THINGS

  • INTENT TO CONTENT MAPPINGBOTH HUMANS AND SEARCH ENGINES NEED A LOGICAL STRUCTURE AND SIGNS TO UNDERSTAND THE CONTENT WHICH MATCHES QUERY INTENT. THIS CAN HELP TO AVOID CANNIBALISATION

  • THE LOGIC RELEVANCE DIRECTOR THE PERMANENT TOPICAL HUB PAGE

    CATS

    GALLERY

    (Pictures of cats)

    Queries: cat pictures

    Cat picture categories

    Kitten pictures, etc

    FORUM

    Chatting cat lovers

    Long tail community question answering

    Builds the buzz around the rest of

    the site too

    BREEDERS

    A directory of breeders

    categorisedinternall by cat

    type

    Cat breeders

    PET CARE

    Lots of help and advice on the care of cats

    Queries: My cat is ill, cat care, sick cat

    THE CAT PAGE IS MOST POWERFUL but relevance & queries are clearly matched with intent

    Wall-ties of semantically related relevance

  • INTENT TO CONTENT FRAMEWORK

    HUB CONTENTHERO CONTENT

    THE BRAND FRONT DOOR

    HELP CONTENTAn environment related to support, questions, technical q and as, opening timesANSWER QUESTIONSOn PRODUCTS ETC, ideas, solutions, styles

    This is where the community, blogs, trends, fashion, opinions, thoughts, ramblings and content less focused on transaction and sales. Dont compete with your hero pages here. Build the buzz to support the sales. UGC ideas too

    CAT CAT CAT

    sc sc sc sc

    e.g. Query: Shoes, buy shoes, red shoes, etc

    E.g. US shoe sizes, shoe size charts, shoes dont fit, shoe styles, shoe reviews

    The Shoe Site

    Strong power here

    P P P P P

  • 21 WAYS TO AVOID SITE CANNIBALISATION1) Utilise Internal linking connecting related items & sections, navigation, breadcrumbs and some contextual (BUT DO NOT BE SPAMMY) 2) Anchor text consistency (BUT DO NOT BE SPAMMY)3) Canonicalization of near similar content4) Page Title Differentiation5) H1, H2, H3 tag differentiation6) Intent to content mapping & topical permanent hub pages7) If you cant improve (for now), noindex (temporarily) and then improve8) Exclusion of near duplicate non-preferred version from XML sitemap9) Exclusion of 301 redirects from XML sitemap10) Verify all possible versions of your site in Google Search Console (http/https/www/non-www)11) Choose 1 version of your site (HTTPS/HTTP/WWW/NONWWW) and 301 redirect other versions12) Review your pages for duplicate body content13) Check for multiple similar URLs sharing impressions for queries in GSC14) Keep boilerplate areas to a minimum15) Avoid filler or placeholder content just for the sake of having content16) Avoid spinning content around in different parts of your site without having decent unique content16) Use breadcrumbs to include site section to provide further context17) Review parameters and check to see that Googlebot is not crawling the wrong ones18) Fold up thin content and merge to make great content which stands out on its own19) Review internal links and chop out any redirect chains to end target20) Check any hreflang tags to make sure right content is ranking in right language if internationalised21) Check server logs on larger sites to check for abnormalities & googlebot visiting strange places

  • EMPHASISE IMPORTANCEMake sure youre giving the right hints on URLs to Google from within your

    own website

    ALWAYS REMEMBER NUANCES ARE KEY

    BIG TAKE AWAY

  • TWITTER - @dawnieandoGOOGLE+ - +DawnAnderson888LINKEDIN msdawnanderson

    MOVE IT MARKETING www.move-it-marketing.co.uk

    THANK YOU