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How To Tackle Organic Keyword Cannibalisation [Updated for 2024]

How To Tackle Organic Keyword Cannibalisation [Updated for 2024]

A review of keyword cannibalisation, updated for 2024 following recent Google Updates

This talk was delivered at #seodaydk - https://seoday.dk/

In this talk i cover:

- What is keyword cannibalisation
- Is it a problem for your domain?
- How do you fix it, if it is?
- How this can help you take advantage of Core Updates, Helpful Content Updates and the Product Reviews System
- Case study, detailing how to resolve this for an e-commerce site

Any questions, just drop me a line at [email protected]

Whitworth SEO

February 01, 2024
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Transcript

  1. Are you competing with yourself?
    How to tackle keyword cannibalisation in 2024
    Charlie Whitworth

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  2. whitworthseo.com // @whitworthseo // SEOday 2024
    A bit about me
    12 years of SEO experience across four agencies covering a wide
    range of industries, platforms and campaign types
    Previously Head of SEO at Missguided
    Experienced SEO – run training days, white label for agencies and
    spoken at BrightonSEO, Barbados SEO, Digital Bites and
    SASCon…and now SEOday.
    Areas of expertise are technical SEO, content strategy, developer
    liaison, forecasting, reporting on ROI from the organic channel and
    training & mentorship
    Brands I’ve Worked With

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  3. My Grandad, Frank Minor
    Meet Frank Minor
    whitworthseo.com // @whitworthseo // SEOday 2024

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  4. For Frank, im not a United fan but huge Liverpool fan to this day
    I Kept My Word…
    whitworthseo.com // @whitworthseo // SEOday 2024

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  5. Current Football Feels
    whitworthseo.com // @whitworthseo // SEOday 2024

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  6. 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 // SEOday 2024

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  7. Same Is True of SEO, Especially in 2024
    whitworthseo.com // @whitworthseo // SEOday 2024
    Link SPAM
    Content (CU, HCU, PRU)
    Over Optimisation
    Even Tech SEO: i.e. Crawl Bloat
    And even prior via Panda, Fred etc

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  8. How To Tackle Keyword Cannibalisation
    & Dominate the SERPs
    whitworthseo.com // @whitworthseo // SEOday 2024

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  9. 50 Major Changes To The Algo in the last 5 years (and
    thousands of smaller ones)
    13 of these being Core Updates
    whitworthseo.com // @whitworthseo // SEOday 2024

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  10. CUs Reward Reliable People First Content
    whitworthseo.com // @whitworthseo // SEOday 2024

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  11. People First Key Not Just Due to AI
    whitworthseo.com // @whitworthseo // SEOday 2024
    • Spun Content
    • Duplicate Content
    • Content Farms
    • Syndicated Content
    Again, all points back to this theme of over
    optimization which tends to cause cannibalisation
    amongst other issues

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  12. So, What Even Is Keyword
    Cannibalisation?
    whitworthseo.com // @whitworthseo // SEOday 2024

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  13. Not To Be Confused with Paid vs Organic
    whitworthseo.com // @whitworthseo // SEOday 2024
    • If you’re lucky enough to rank in the top
    positions organically, cannibalization
    can occur with paid ads
    • This can be combatted through
    collaboration between paid and
    organic teams, and not bidding on
    terms you know you already have top
    spots for
    • But today, we’re talking about organic
    cannibalisation

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  14. Panda Created a 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 // SEOday 2024

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  15. Obsession With Content Has Caused Over
    Optimisation
    whitworthseo.com // @whitworthseo // SEOday 2024

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  16. What Is Organic Keyword Cannibalisation?
    “Where URLs on the same (sub)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 // SEOday 2024
    Source: Me ☺

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  17. Keyword Cannibalisation Is Inevitable
    whitworthseo.com // @whitworthseo // SEOday 2024

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  18. Search Intent Is Key
    • PLPs // Category
    • PDPs // Product
    • Blogs & Articles // Topical
    • Guides & Resources // Evergreen
    Ranking these various page types requires optimising for their specific search intent
    whitworthseo.com // @whitworthseo // SEOday 2024

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  19. Every Project Varies But Generally
    • PLPs (Product Landing Page) – Head/Medium Tail Terms
    • PDPs (Product Description Page) – Product/Long Tail/PRU
    • Blogs & Articles – Topical, PAA, Trends and Updates
    • Guides & Resources (Evergreen) – Higher Volume & Informational
    whitworthseo.com // @whitworthseo // SEOday 2024
    These acronyms tend to apply to e-commerce websites – but the same logic can be
    applied to category, sub-category and article templates

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  20. 3rd Party Tools Help But Aren’t The Oracle
    whitworthseo.com // @whitworthseo // SEOday 2024
    SERPs and Intent are ever changing, and tools are great at
    identifying this, but manual checks never go amiss

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  21. Why Should You Care About
    Keyword Cannibalisation?
    whitworthseo.com // @whitworthseo // SEOday 2024

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  22. Meet Dom, CEO off Off The Grain
    Humble Yorkshire
    Business
    Boomed in COVID Building
    Furniture
    Demand Then Lulled
    whitworthseo.com // @whitworthseo // SEOday 2024

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  23. Now Outranking Etsy, eBay & Wayfair!!!!
    (WTF)
    whitworthseo.com // @whitworthseo // SEOday 2024

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  24. 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 // SEOday 2024

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  25. Recently, Core & Helpful Content Updates
    whitworthseo.com // @whitworthseo // SEOday 2024

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  26. Initially, Product Review Updates
    whitworthseo.com // @whitworthseo // SEOday 2024
    Not only a chance to resolve cannibalisation, but also optimize for reviews system criteria

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  27. 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 // SEOday 2024

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  28. Vanity Metrics Correlate With Non-Brand
    Traffic
    • Surge in organic non brand clicks has came during the quietest month of the year for the
    sector
    • Non brand clicks now at unprecedented levels
    whitworthseo.com // @whitworthseo // SEOday 2024

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  29. Crucially, Impact on Clicks & Revenue
    YoY Organic Revenue: 163%
    YoY Organic Sessions: 251% (5,610 vs 19,726)
    YoY Organic Clicks: 383% (2.8k vs 13.6k)
    whitworthseo.com // @whitworthseo // SEOday 2024

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  30. Achieved Without Active Link Acquisition
    whitworthseo.com // @whitworthseo // SEOday 2024

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  31. How Do You Resolve Keyword
    Cannibalisation?
    whitworthseo.com // @whitworthseo // SEOday 2024

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  32. The Juicy Bit
    whitworthseo.com // @whitworthseo // SEOday 2024

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  33. 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 // SEOday 2024

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  34. 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 // SEOday 2024

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  35. The Data Nearly Always Needs Refining
    Sistrix has a built in “Show Keyword Cannibalisation” feature, but you’re at the
    mercy of their database, not your own
    Can be a good starter for ten
    whitworthseo.com // @whitworthseo // SEOday 2024

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  36. Daily Keyword History Establishes SERP Flux
    Caused by PLPs with sparse content and PDPs with greater keyword density
    whitworthseo.com // @whitworthseo // SEOday 2024

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  37. Help Google & Rankings to Settle
    whitworthseo.com // @whitworthseo // SEOday 2024

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  38. Go From This…
    whitworthseo.com // @whitworthseo // SEOday 2024

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  39. To This…
    whitworthseo.com // @whitworthseo // SEOday 2024

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  40. Establish If a Term Needs Its Own LP
    whitworthseo.com // @whitworthseo // SEOday 2024

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  41. Allows You To Cluster Based on the SERPs
    whitworthseo.com // @whitworthseo // SEOday 2024

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  42. And of course, Google Search Console
    whitworthseo.com // @whitworthseo // SEOday 2024

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  43. Keyword Cannibalisation
    Checklist
    whitworthseo.com // @whitworthseo // SEOday 2024

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  44. Summary
    Audit: Is keyword cannibalisationan 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 // SEOday 2024

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  45. And remember….
    whitworthseo.com // @whitworthseo // SEOday 2024

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  46. Thanks!
    https://speakerdeck.com/whitworthseo/how-to-
    tackle-keyword-cannibalisation-and-dominate-
    the-serps
    https://www.whitworthseo.com/search-
    news/how-to-tackle-keyword-cannibalisation-
    dominate-the-serps
    whitworthseo.com // @whitworthseo // SEOday 2024
    https://twitter.com/WhitworthSEO
    https://www.linkedin.com/in/seo-
    consultancy-manchester/
    https://www.instagram.com/whitworthseo/

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