how to fix any seo problem | brighton seo april 2016 | pi datametrics

How to fix any SEO problemJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com

April 2016

http://www.pi-datametrics.com


@jonearnshaw@PiDatametrics www.pi-datametrics.com

Three Chapters

A big problem solved!

A series ofmysterious

disappearances

Conclusion: The take aways


Chapter 1A big problem solved

The perfect solution to a tricky problem


Our old friend...Suspicious flux


Site: WaterstonesGoogle UKSearch Term: The Bone ClocksDate Range: 21/08/2015 - 25/10/2015

The Bone Clocks - Hardback book


Paperback bookHardback book



The Bone Clocks - Hardback book The Bone Clocks - Paperback book


One book...many many versions


The solutionIntroducing the canonical book


Group ACannot be differentiated

Group BCannot be differentiated


Promising early results



The Bone Clocks - Hardback book The Bone Clocks - Paperback book


Site: WaterstonesGoogle UKSearch Term: The Organised MindDate Range: 10/10/2015 - 12/12/2015

The Organised Mind - Hardback book The Organised Mind - Paperback book


With the big fix in place...


Chapter 2A series of mysterious disappearances


Somebody’s beenstealing our books!


Site: WaterstonesGoogle UKBook Title: Test Your CatDate Range: 01 January 2016 - 03 February 2016

Test Your Cat - Paperback


Site: WaterstonesGoogle UKBook Title: The EstablishmentDate Range: 01 January 2016 - 03 February 2016

The Establishment - Paperback


Dozens of others!


It's time to explore the SERPS!


Site: WaterstonesGoogle UKBook Title: Test Your CatDate: 10 January 2016


Site: WaterstonesGoogle UKBook Title: Test Your CatDate Range: 01 January 2016 - 03 February 2016

waterstones.comharpercollins.com


Waterstones no longer in the Knowledge Panel


What about The Establishment?


Site: WaterstonesGoogle UKBook Title: The EstablishmentDate: 28 January 2016



waterstones.compenguin.co.uk


So what’s causingthis to happen now?


Spot the difference...


Exactly

the same synopsis


Waterstones synopsis

HarperCollinssynopsis


Further proof



Originally we saw a happy

coexistence

waterstones.comhttps://www.penguin.co.uk/books/188238/the-establishment/

http://www.penguin.co.uk/books/the-establishment/9781846147197/


Waterstones synopsis


Penguin:Coexisting hardback

Penguin:Conflicting paperback


Penguin:101 additional words to replicate Waterstones


“Content within click to expand menus or tabs may be discounted since Google knows you are hiding it from users.”

John Mueller,Webmaster Trends Analyst at Google


The fix


Obvious first test:Make our synopsisunique


Updated 01 March


10 Hours!


Site: WaterstonesGoogle UKDate Range: 21 February 2016 - 16 March 2016

The EstablishmentThe Long Mars

The Pointless Book

The Road to Little Dribbling

All positions reinstated or better


Waterstones back in the Knowledge Panel!


Again, the same synopsis!


What next?Deal with 5 million books Trialling additional modifications


Chapter 3The take aways


Don’t ignore the basics:

● Use data - lots of it!● Utilise historic SERPS data● Always investigate suspicious flux● Look within + or - 2 positions● Don’t be afraid to minimise crawlspace


Who else is using your content?

● People you know○ Make sure you have a 3rd party content strategy in place

● People you don’t○ Find them - use data!


Nail the core business terms!

● We’re not quite ready to abandon the keyword game!

● Begin inside the mind of your customers● Use this insight to shape your content● Follow the flowchart

Thank YouJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com

April 2016



how to fix any seo problem | brighton seo april 2016 | pi datametrics

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