How To Tackle Keyword Cannibalisation & Dominate the SERPs Charlie Whitworth Whitworth SEO https://speakerdeck.com/whitworthseo @whitworthseo

My Grandad, Frank Minor Meet Frank Minor whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

For Frank, im not a United fan but huge Liverpool fan to this day I Kept My Word… whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Current Football Feels whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

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

How To Tackle Keyword Cannibalisation & Dominate the SERPs whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

5 Years Since My Last BrightonSEO Talk… whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Since My Last Brighton SEO Talk… whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Liverpool Got Great Again… whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Liverpool Got Sad Again… whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

We’ve Had Four “Prime Ministers” whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation This Lettuce Lasted Longer Than One

We’ve Had Over 50 Major Changes To The Algo At least 12 of these being Core Updates whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

CUs Reward Reliable People First Content whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

What Even Is Organic Keyword Cannibalisation whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

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

Keyword Cannibalisation Is Inevitable whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

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

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

Obsession With Content Has Caused Over Optimisation whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Why Should You Care About Keyword Cannibalisation whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Meet Dom, CEO off Off The Grain Humble Yorkshire Business Boomed in COVID Building Furniture Demand Then Lulled whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation Now Outranking Etsy, eBay & Wayfair!!!! (WTF)

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

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

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

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%

How Can I Resolve Keyword Cannibalisation? whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation The Juicy Bit

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

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

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

Daily Keyword History Establishes SERP Flux Caused by PLPs with sparse content and PDPs with greater keyword density whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Help Google & Rankings to Settle Keyword: Coat Racks (18,100 SV) whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

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

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

And of course, Google Search Console whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

Keyword Cannibalisation Checklist whitworthseo.com // @whitworthseo // #brightonseo // keyword cannibalisation

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

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