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How To Tackle Keyword Cannibalisation & Dominat...

How To Tackle Keyword Cannibalisation & Dominate the SERPs

This is my recent BrightonSEO (September 2023) talk about How To Tackle Keyword Cannibalisation and Dominate the SERPs.

Whitworth SEO

September 14, 2023
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Transcript

  1. How To Tackle Keyword Cannibalisation & Dominate the SERPs Charlie

    Whitworth Whitworth SEO https://speakerdeck.com/whitworthseo @whitworthseo
  2. For Frank, im not a United fan but huge Liverpool

    fan to this day I Kept My Word… whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  3. Prudent Strategy Essential Shit against the wall strategy just doesn’t

    work Buying the “best” players in the world doesn’t guarantee trophies whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  4. How To Tackle Keyword Cannibalisation & Dominate the SERPs whitworthseo.com

    // @whitworthseo // #brightonseo // keyword cannibalisation
  5. We’ve Had Over 50 Major Changes To The Algo At

    least 12 of these being Core Updates whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  6. What Is Organic Keyword Cannibalisation? “Where URLs on the same

    domain compete for organic non brand rankings, confusing search engines and creating SERP flux. This dilutes the visibility and performance of all pages, hampering overall SEO performance” whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  7. Panda Created a Huge Saturation of Content on the Web

    Before 2011, the SERPs were horrific Then came Panda, which was the precursor to Core Updates Spawned the term “content is king” whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  8. Search Intent Is Key PLPs PDPs Blogs & Articles Guides

    & Resources (Evergreen) whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation Ranking these various page types requires optimising for their specific search intent
  9. Meet Dom, CEO off Off The Grain Humble Yorkshire Business

    Boomed in COVID Building Furniture Demand Then Lulled whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  10. whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation SEO Visibility

    Being Rewarded By Various Updates Combination of Addressing Keyword Cannibalisation Optimising for Reviews System (PRU) Guidelines Pruning Dated and Low Engagement URLs
  11. whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation Vanity Metrics

    Correlate With Non-Brand Traffic Recent surge in organic non brand clicks has come during the quietest month of the year for the sector
  12. Reviewing PLP & PDP for Cannibalisation Client Who Loves Writing

    Copy Sprinkling Keywords Over PDP but not PLP Caused Major Cannibalisation We Were Able To Resolve Cannibalisation, Optimise for PRU and Boost PLPs Simultaneously whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  13. Crucially, Impact on Clicks & Revenue whitworthseo.com // @whitworthseo //

    #brightonseo // keyword cannibalisation YoY Organic Revenue: Up 215% YoY Organic CvR: Up 32% YoY Organic Clicks: Up 189% YoY Organic Non Brand Clicks: 259%
  14. Site Search & SERP Analysis Site search is great, but

    has pitfalls For ease, use a plugin such as SEO Minion to download the SERPs and review manually whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  15. There Are Some Great Tools, But Use With Care Ahrefs

    Keyword Explorer allows you to quickly see SERP flux for a given term whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  16. The Data Nearly Always Needs Refining Sistrix has a built

    in “Show Keyword Cannibalisation” feature, but you’re at the mercy of their database whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  17. Daily Keyword History Establishes SERP Flux Caused by PLPs with

    sparse content and PDPs with greater keyword density whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  18. Help Google & Rankings to Settle Keyword: Coat Racks (18,100

    SV) whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  19. Establishing If a Term Needs Its Own LP whitworthseo.com //

    @whitworthseo // #brightonseo // keyword cannibalisation
  20. KWI Also Allows You To Cluster Based on the SERPs

    whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  21. Summary Audit: Is keyword cannibalisation an issue for your site?

    Prune out any duplicate, similar, thin or low engagement URLs Cluster your keywords: merge and consolidate wherever possible based on search data, search intent and the SERPs Fill in your content gaps, not by creating URLS for every keyword but by optimising for clusters and entities*. Keep an eye on PDP vs PLP Don’t over optimise for money keywords, you don’t need 20 blogs on a topic whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation
  22. Thanks! Here’s a QR Code To a Round Up Of

    This Talk Take a Look & Check Out a Cool Offer for First Time KWI Customers whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation