how to fix any seo problem | brighton seo april 2016 | pi datametrics
TRANSCRIPT
![Page 1: How to fix any SEO problem | Brighton SEO April 2016 | Pi Datametrics](https://reader031.vdocument.in/reader031/viewer/2022022412/58f9a907760da3da068b6a26/html5/thumbnails/1.jpg)
How to fix any SEO problemJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
April 2016
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Three Chapters
A big problem solved!
A series ofmysterious
disappearances
Conclusion: The take aways
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Chapter 1A big problem solved
The perfect solution to a tricky problem
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Our old friend...Suspicious flux
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Bone ClocksDate Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Paperback bookHardback book
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Bone ClocksDate Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book The Bone Clocks - Paperback book
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
One book...many many versions
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
The solutionIntroducing the canonical book
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Group ACannot be differentiated
Group BCannot be differentiated
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Promising early results
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Bone ClocksDate Range: 21/08/2015 - 25/10/2015
The Bone Clocks - Hardback book The Bone Clocks - Paperback book
![Page 14: How to fix any SEO problem | Brighton SEO April 2016 | Pi Datametrics](https://reader031.vdocument.in/reader031/viewer/2022022412/58f9a907760da3da068b6a26/html5/thumbnails/14.jpg)
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKSearch Term: The Organised MindDate Range: 10/10/2015 - 12/12/2015
The Organised Mind - Hardback book The Organised Mind - Paperback book
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
With the big fix in place...
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Chapter 2A series of mysterious disappearances
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Somebody’s beenstealing our books!
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: Test Your CatDate Range: 01 January 2016 - 03 February 2016
Test Your Cat - Paperback
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: The EstablishmentDate Range: 01 January 2016 - 03 February 2016
The Establishment - Paperback
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Dozens of others!
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
It's time to explore the SERPS!
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: Test Your CatDate: 10 January 2016
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: Test Your CatDate Range: 01 January 2016 - 03 February 2016
waterstones.comharpercollins.com
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones no longer in the Knowledge Panel
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
What about The Establishment?
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: The EstablishmentDate: 28 January 2016
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: The EstablishmentDate Range: 01 January 2016 - 03 February 2016
waterstones.compenguin.co.uk
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
So what’s causingthis to happen now?
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Spot the difference...
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
![Page 32: How to fix any SEO problem | Brighton SEO April 2016 | Pi Datametrics](https://reader031.vdocument.in/reader031/viewer/2022022412/58f9a907760da3da068b6a26/html5/thumbnails/32.jpg)
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Exactly
the same synopsis
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones synopsis
HarperCollinssynopsis
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Further proof
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Site: WaterstonesGoogle UKBook Title: The EstablishmentDate Range: 22 January 2016 - 22 February 2016
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/
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones synopsis
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Penguin:Coexisting hardback
Penguin:Conflicting paperback
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Penguin:101 additional words to replicate Waterstones
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
“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
![Page 40: How to fix any SEO problem | Brighton SEO April 2016 | Pi Datametrics](https://reader031.vdocument.in/reader031/viewer/2022022412/58f9a907760da3da068b6a26/html5/thumbnails/40.jpg)
@jonearnshaw@PiDatametrics www.pi-datametrics.com
The fix
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Obvious first test:Make our synopsisunique
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Updated 01 March
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
10 Hours!
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
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
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Waterstones back in the Knowledge Panel!
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Again, the same synopsis!
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
What next?Deal with 5 million books Trialling additional modifications
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Chapter 3The take aways
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
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
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
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!
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
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
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Thank YouJon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
April 2016