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What is cannibalisation and semantic flux? 

We all know that duplicate content will hamper your search performance. We also have a pretty good idea that duplicate theming can create keyword cannibalisation within a site (see chart below) and should be dealt with, but we tend to hope that Google will know the difference. 

But what about similar theming across sub-domains; across international sites, or sites that have entirely different domains owned by the same group?

Below we see that if sites are semantically related Google may find it hard to decipher between them. This impact, which I call ‘semantic flux’ is down to more than duplication, this is domain conflict. 

Why is this an issue? 

This conflict could be happening to your site. The challange is, whether your site structure and the content offering are compounding the issue.

Businesses need to manage multiple assets, but if these are conflicting in Google it poses a great challenge for multiple departments from content developers, to webmasters to digital management. 

Here I will show examples of this flux within sites that are semantically related, not just through a domain but also through a higher layer of association.

The elements behind for semantic flux and cannibalisation 

1. Duplication of content or theming – this could even be very general theming.
2. No clear canonical page.
3. A perceived relationship (on domain/cross domain/sub-domain etc).
4. Google identifies the relationship and penalises one.
5. It is visible in the SERPS.

Four types of semantic flux and cannibalisation

Below are examples of the different types of cannibalisation and semantic flux using Pi Datametrics.

The different coloured lines represent the performance of separate URLs in Google UK for particular search terms.

1. Internal conflict: keyword cannibalisation

When two pages within a site vie for the same search term it is generally referred to as keyword cannibalisation which is an internal conflict.

This conflict can be remedied with appropriate redirects, re-theming, landing pages and a better internal linking structure.

Cannibalisation often occurs when a product page is competing with a landing page and Google cannot decipher between the two. This result could be due to lack of content, the strength of the links or overall theming duplication.

Below is an example of RyanAir where Google can not decide which page within the site should be returned for the search term ‘flights to Hungary’.

As you can see the light blue line was doing performing in position two for a while, then suddenly dropped. After this drop Google then throws up three other URLs in the original page’s place, which never regain page one positions. 

Chart 1: Internal keyword cannibalisation. Site: Ryanair.com. Search term: Flights to Hungary

2. Sub-domain conflict 

Caused by duplicate theming (even at a very high level) across sub-domains, an example of this is a news page competing with a landing page elsewhere on the site.

Google nowadays generally only features one sub-domain in the SERPs even if both domains offer different content for a general term.

This will mean that in many instances sub-domains are competing with each other this could be difficult to sort out if different sub-domains have separate P&Ls and business models eg the gambling sector. 

In the example below Asos (yellow) is competing directly with its own marketplace site (pink). Here we see that every few days Google swaps the sub-domain it is returning for the search term.

At no point does either site make it onto page one of the SERPs for this term. 

Chart 2.1: Sub-domain cannibalisation. Site: Asos.com. Search term: Wool cardigan

This sub-domain cannibalisation can happen across an unlimited number of sub-domains within one domain. Remember www. is also regarded as a subdomain.

The more general the term, the more likely there will be conflict across the sub-domains.

Below is an example of three sub-domains vying for the same search term. In this instance the search term ‘grand national betting’ is extremely competitive and newsworthy.

Coral below seems to be pushing a lot of content out in the run-up to the race, but to no avail as each sub-domain brings the other down. Notice how when a new one appears, it seems to bring down the performance of the previous one. 

Chart 2.2: 3-way Sub-domain cannibalisation. Site: Coral.co.uk Search term: Grand National Betting

When creating sub-domains with similar theming a real understanding of the semantic relationships need to be taken into account.

However, within some industries the managers of separate subdomains will have separate P&Ls and may rarely even collaborate on their content strategies.

So if a gambling site has a ‘poker’ subdomain and a ‘casino’ sub-domain which one should appear for the search term ‘texas hold’em’?  

3. International site conflict

Conflict occurs most frequently between same language sites such as US and UK this is usually down to duplicate theming or duplicate content.

Any duplicate theming will have a negative impact in the search engines for both sites. Telling Google through relevant rel=alt tags and webmaster tools can remedy this.

Below we see conflict between a search made in the UK, but the USA site is conflicting with the UK site. Both pages on the hotels website are extremely similar, therefore Google can not separate them and is probably penalising one for duplicate content.

This page set up and content strategy therefore isn’t good for the user who could find themselves on an American site when they are after a UK one, or the search bot. 

Chart 3.1: International site conflict. Site: hotelscombined.com and hotelscombined.co.uk Search term: Hotels in Texas

4. Family site conflict

This is perhaps the version of conflct that impacts strategy most. Here we see sites within a family of sites, which offer similar themed content (or in some cases duplicate content) that leads to impact.

Sometimes sites that offer entirely different services, but may allude to a subject matter could see a semantic flux. (We saw a major brand that has a finance offering impact with their trans-Atlantic airline offering).

This is more difficult to remedy and will impact entire online strategies. 

Chart 4.1: Family of sites conflict. Site: rbs.co.uk and natwest.com Search term: Secured loan

With this family impact for some search terms we see one site doing well, and the other simply going up and down, unable to penetrate the other’s performance.

Above we see a direct synchronisation of performance between the two sites, this is clearly due to the similarities in content.

The image below shows RBs’s and Natwest’s ‘Offset Mortgages’ page.

Duplicate content and site structure can harm your performance

Family site conflict 

But not all semantic flux is down to duplicate content. Here for Currys and PCWorld we see flux for the term ‘gaming computer’.

There is obviously a relationship between the two businesses but the pages on offer here are different enough not to be affected by duplicate content.

In fact many sites have similar content to these ecommerce type pages across the SERPs but it is due to the relationship that these brands have that they are being penalised. 

Chart 4.2: Family of sites conflict. Site: currys.co.uk and pcworld.co.uk Search term: Gaming computer

Below are the pages returning for ‘gaming computer’, obviously similar (snippet) content but not identical as with the example above.

Again in the gaming sector we see Currys and PC World impact eachother’s search positions in the below chart despite the content being different enough.  

Chart 4.3: Family of sites conflict. Site: currys.co.uk and pcworld.co.uk Search term: Gaming computer

The impact on content strategy and structure 

When setting in place a URL strategy the semantic relationships that sites have across sub-domains, family sites or even stable-mate sites need to be considered.

These examples of cannibalisation show that simply creating a new sub-domain and hoping for multiple positions in the SERPs is simply not a solution.

Furthermore, if your holding company purchases a new brand within your sector, having the different sites but with similar offerings will not mean double the search traffic.

Brands in travel, gambling, fashion, groceries and more need to seriously look at their duplicate theming across their domains to eradicate cross-domain cannibalisation and semantic flux. 

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What is Google+ Local

Formerly known as Google Places, Google+ Local enables offline businesses to gain greater prominence in local search results.

By establishing a Google+ page businesses can give the search engine relevant information such as their location, operating hours and contact details.

Google obviously looks kindly on business listings that contain useful, up-to-date information and gives them a boost in search rankings. 

So, if I search for a sports massage therapist in Bristol, businesses that have a Google+ Local page appear in the local search listings and have more prominence in the map on the right-hand side.

Local search listings are even more important on mobile as they appear directly under the paid results.

The reason for this is Google knows that 40% of mobile searches have local intent and three out of four mobile searches trigger follow-up actions, whether that be further research, a store visit, a phone call, a purchase or word-of-mouth sharing.

Furthermore, 55% of conversions from mobile search take place within the hour, while 81% of conversions occur within five hours.

So to make sure you’re capturing those valuable mobile searchers, get your business on Google+ Local.

The benefits of Google+ Local

Aside from the additional exposure of appearing in the local listings, there are other benefits from having a full and detailed Google+ business page.

If we take a closer look at the local search results, you can see that several of the businesses have star ratings taken from customer reviews.

Numerous studies have shown the positive impact of consumer reivews on conversions, with one report finding that 77% of UK shoppers consult reviews before buying online, so this is an excellent benefit of local listings.

The local listings also include the address and a contact number, which makes it easier for people to get in touch.

This is even more important on mobile as local listings have a click-to-call button and also a ‘directions’ icon that links directly to Google Maps.

Click-to-call is important as research published by Google found that 42% of smartphone owners have used click-to-call in search and a massive 94% have needed to call a business directly when searching for information, whether click-to-call is available or not.

On desktop users can also access additional information by hovering over the local listings. These cards include the opening hours, further reviews, and photos of the business. 

The type of information displayed here varies slightly for different businesses, so for example restaurants can give an indication of price and also link to a booking feature.

It’s worth populating your Google+ Local page with as much information as possible as it gives you the best chance of converting searchers into customers.

Imagery can be a particularly important and persuasive feature, especially for restaurants or hotels, so it’s a good idea to upload a selection of photos. 

Local Carousel

Google’s carousel shows listings as an image-heavy, rotating, interactive tool at the top of the screen.

I’ve seen it appear for searches related to entertainment, such as ‘Rolling Stones albums’, but as yet I haven’t seen business listings presented in this way.

This means it may only be available for US consumers at the moment, but will no doubt be rolled out in other markets in due course.

According to Mike Blumenthal, the results that appear in the carousel are determined by such factors as the number of +1s and reviews they have received, and perhaps even by the quality of the photography.

Blumenthal has also come up with a list of words that trigger the carousel, so businesses should consider optimising their listing for these keywords.

Setting up a Google+ Local listing

Now that you’re fully convinced of the benefits of Google+ Local, the time is right to set up your own page.

The first step is to create a personal Google+ account, then on your profile page select ‘Pages’ from the dropdown in the top left of the screen.

Then simply click the ‘Create a Page’ button displayed in the top right of the next screen, and you’re on your way.

When filling out your listing, be sure to pay close attention to the following:

• Be thorough. Give people as much information about your business as possible. A half-arsed listing is no good to anyone.
• Remember your keywords. Ensure that your 200-word description is relevant to your customers, but also make sure you include important keywords.
• Use imagery. I’ve already mentioned the importance of images, but it’s worth reiterating as a few high quality photos can go a long way in convincing people to visit your business.
• Create a different listing for each location. If you have a chain of sport massage clinics, or more likely a handful of restaurants or stores, set up a separate Google+ Local page for each one so people in different localities can find them.