Conflicting Content Your biggest nightmare

Conflicting Content
Your biggest
nightmare
Jon Earnshaw
@jonearnshaw
@PiDatametrics
www.pi-datametrics.com
March 2016

@jonearnshaw
@PiDatametrics
Cannibalisation
in all its forms
is on the increase!

@jonearnshaw
@PiDatametrics
It is starting to
answer questions
we are regularly being
asked

@jonearnshaw
@PiDatametrics
The Four Types Of
Cannibalisation
1. Internal Cannibalisation
2. Subdomain Conflict
3. International Conflict
4. Semantic Flux

@jonearnshaw
@PiDatametrics
1. Internal
Cannibalisation
Five examples

@jonearnshaw
@PiDatametrics
Example One
“We’ve lost our positions what have you
done?”

@jonearnshaw
@PiDatametrics
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/

@jonearnshaw
@PiDatametrics
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

@jonearnshaw
@PiDatametrics
Many of these pages now
redirect but the damage has
been done!

@jonearnshaw
@PiDatametrics
Example Two
“I can’t understand what’s going on.”

@jonearnshaw
@PiDatametrics
Sometimes you have to dig a
little deeper to discover
what’s going on!

@jonearnshaw
@PiDatametrics
Site: Currys
Google UK
Search Term: Apple laptop
Date Range: 01/09/2015 - 21/10/2015

@jonearnshaw
@PiDatametrics
Example Three
“I’ve tried everything but we can’t seem to
get above the fold!”

@jonearnshaw
@PiDatametrics
Site: Argos
Google UK
Date Range: 01/09/2015 - 04/11/2015
The classic
glass ceiling

@jonearnshaw
@PiDatametrics
Site: Argos
Google UK
Date Range: 01/09/2015 - 04/11/2015

@jonearnshaw
@PiDatametrics
Example Four
This looks rather odd!

@jonearnshaw
@PiDatametrics
Site: Santander.co.uk
Google UK
Search Term: switch banks
Date Range: 01/09/2015 - 04/11/2015

@jonearnshaw
@PiDatametrics
Comparison of the two URLs
Search Term: switch banks

@jonearnshaw
@PiDatametrics
Example Five
Page not found...

@jonearnshaw
@PiDatametrics
Site: John Lewis
Google UK
Search Term: ladies evening jackets
Date Range: 01/11/2015 - 01/03/2016

@jonearnshaw
@PiDatametrics
Original page not found Google’s replacement

@jonearnshaw
@PiDatametrics
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
2. Subdomain Conflict
Three Examples

@jonearnshaw
@PiDatametrics
Example One
“We’ve dropped off page 1 of Google”

@jonearnshaw
@PiDatametrics
Site: store.three.co.uk
Google UK
Search Term: smartphone
Date Range: 01/05/2015 - 01/03/2016

@jonearnshaw
@PiDatametrics

@jonearnshaw
@PiDatametrics
Example Two
“Why can’t I rank for my own branded
search?!”

@jonearnshaw
@PiDatametrics
Site: playstation.com
Google UK
Search Term: playstation 2
Date Range: 01/12/2015 - 01/03/2016

@jonearnshaw
@PiDatametrics
Example Three
“a suspicious drop”

@jonearnshaw
@PiDatametrics
Site: hilton.com
Google UK
Search Term: hotels heathrow
Date Range: 01/10/2015 - 09/11/2015

@jonearnshaw
@PiDatametrics
3. International Conflict
Two Examples

@jonearnshaw
@PiDatametrics
Example One
“Separate domains”

@jonearnshaw
@PiDatametrics
Site: hotels.com
Google UK
Search Term: portugal hotels
Date Range: 01/09/2015 - 01/03/2016

@jonearnshaw
@PiDatametrics
Example Two
“hreflang? Never heard of it!”

@jonearnshaw
@PiDatametrics
Site: acer.co.uk
Google UK
Search Term: acer laptops
Date Range: 15/12/2015 - 01/03/2016

@jonearnshaw
@PiDatametrics
At first glance
This looks like internal conflict

@jonearnshaw
@PiDatametrics
But...
There is more to it than that...

@jonearnshaw
@PiDatametrics
acer.co.uk/ac/en/GB/content/models/laptops us.acer.com/ac/en/US/content/models/laptops

@jonearnshaw
@PiDatametrics
4. Semantic Flux
Two Examples

@jonearnshaw
@PiDatametrics
Example One

@jonearnshaw
@PiDatametrics
Site: First Choice
Google UK
Search Term: all inclusive holidays kenya
Date Range: 01/09/2015 - 01/03/2016

@jonearnshaw
@PiDatametrics
Site: First Choice and Thomson
Google UK
Search Term: all inclusive holidays kenya
Date Range: 01/09/2015 - 01/03/2016

@jonearnshaw
@PiDatametrics
Example Two

@jonearnshaw
@PiDatametrics
Site: Currys
Google UK
Search Term: Apple iPad
Date Range: 28/10/2015 - 05/11/2015

@jonearnshaw
@PiDatametrics
Apple iPads - Cheap APPLE iPads Deals | Currys Apple iPads - Best APPLE iPads Offers | PC World

@jonearnshaw
@PiDatametrics
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!

Thank You
Jon Earnshaw
@jonearnshaw
@PiDatametrics
March 2016

Conflicting Content Your biggest nightmare

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