rankabove - smx israel 2015 - internal competition
TRANSCRIPT
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Internal CompetitionYour biggest competitor can be yourself
SMX Israel 2015By: Kalman Labovitz
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Overview
Consolidate
Research & Detect
Tipping point
What is this?
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What is Internal Competition• When a site has one or more pages that
can be ranked for a keyword
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Research• How to research?
– Use Google• “Site:example.com keyword”
– Ask yourself…• What page do I want to rank for this keyword
– Is that page ranking– Is there another page
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Take Action• Use Spreadsheet
– Three columns• Keywords• Search Volume• Target URL
Keyword Search Volume Target URL
Red Shirt 5,000 Example.com/red-shirts/
Red button down shirt 800 Example.com/red-shirts/
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When to consolidate content– Does the content make sense on the page?– Does it match the goal of the page?– Can we build specific intent pages
(purchase, click, sign up, etc.) and informational pages?
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Consolidate• Once you know your targets…
– 301 redirect or remove/block to search engines
Old URL Redirect target/red-button-down-shirts/
/red-shirts/
/red-button-down-strip-shirts/
/red-shirts/
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Benefits• Smaller more focused website• Increased social power
They are Liking, sharing, and/or tweeting one page• Engagement for middle keywords• Possible Panda benefit
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Tips• Use hash URLs
– Example.com/red-shirts#button-down– You should still have the content in the HTML code (more for
content sites)• Tabbing
– Pro – great way to add different content (reviews, product description, etc.)
– Con – Content behind tabs are mostly ignored by Google• Lazy load images
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Contact MeEmail: [email protected]: @ffemtklLinkedIn: il.linkedin.com/in/kalmanlabovitz/Company Website: www.rankabove.com