If you are a Digital Online marketer or create content for the net, you have certainly heard of Keyword Insights , a tool developed with the purpose of helping companies and site content creators to optimize their own SEO techniques and achieve better organic results in search engines.
Many professionals use the tool daily to create online content and perform keyword research identifying content that can be made based on key phrase clusters .
However , within a recent attempt, Keyword Insights used keyword clusters to distinguish content to be eliminated — the opposite of what they utilized to apply this strategy for — and they will achieved fantastic results : a 110% increase in organic traffic due to reduced content cannibalization!
First of all, what is content material cannibalization?
Content cannibalization happens when you have multiple pages targeting the same or similar keywords, causing these material to compete with each other intended for Google ranking and, therefore, harming your site’ s organic performance.
Let’ s i9000 say you have two blogposts on the same topic, LinkedIn’s algorithm , by way of example. In this case, Google cannot recognize which of the articles need to rank higher for a specific question. As a result, both posts will likely rank low, meaning a person won’ t be able to regularly rank well for both.
Another problem generated simply by cannibalization is that, depending on the site and how the pages are being structured, larger sites can unnecessarily inflate their variety of pages and reduce the crawling efficiency/crawl budget.
And it is at this stage that Keyword was able to make profit and reduce a website’ ersus URL count by about 15 million, increasing organic traffic by 110%.
A case study of a property website in the US
The customer that made Keyword achieve these results was a large real estate website in the US. The types of queries they wished to rank for were such as:
- California homes for sale;
- 2 bedroom homes for sale in Florida;
- log cabins for sale in Boulder;
- colonial houses for sale in Orange County.
After trying to diagnose the difficulties by crawling the site, the particular Keyword team came to the conclusion this company created a “property type” for each keyword in their keyword research, which meant they had over 400 types of qualities, including:
- houses available for sale in…;
- qualities for sale in…;
- log cabins for sale in…;
- log homes for sale in…;
In this way, house pages were created for every single US state, city plus neighborhood, leading to thousands as well as millions of extremely similar plus potentially ambiguous web pages, such as “properties for sale” and “homes for sale”.
This led to the hypothesis they were cannibalizing content, in addition to generating a significant amount of needless URLs to be crawled simply by search engines.
What has been done to increase this company’ s organic traffic outcomes?
The first step was in order to download a list of all types of properties that the client had plus attach the phrase “for sale in California” into it, thus assigning a state towards the queries as a way of assisting the listing process.
As a result, the particular search list looked like this:
- California houses available;
- California attributes for sale;
- 2 bedroom houses for sale in California;
- colonial homes for sale in California
- and so on.
Soon after, this information was loaded into Key word Insights and selected from the groupings and classifications. That is, the search results were analyzed and grouped into sections on the same page.
For example , when “ California houses to get sale” and “ California properties for sale” come in the same cluster, they should just have one page targeting all of them and not two as the client used to do.
The ranking plus rating URLs were also analyzed and indicated there were multiple categories of content showing that there was a great deal of cannibalization among them. An example of this is the screenshot taken by the Keyword team showing the first 30 property type pages.
In the right column we can see the property types that Key phrase Insights suggested to scroll on the property type in the left column.
Thus, the particular team was able to reduce property type webpages from 413 to eighty-five , resulting in a reduction of around 15 million Web addresses and a 110% increase in organic traffic!
What lessons can we learn from this case?
Key word cannibalization is pretty bad for your own site’ s organic performance. But it’ s crucial to remember that you will only have one real issue to worry about when multiple pages target the same keyword, which can happen more for larger company sites.
However , to identify cannibalization issues on your website or blog, you can start with content auditing. This is the first step for just about any change or optimization on the page.
If you have identified that your traffic is suffering from content material cannibalization and you want a lot more tips on how to improve your web page, we have prepared several content with 6 more guidelines on how to fix cannibalization on your site.
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