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

@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

Data & Analytics

malcolm coles's brighton seo 2014 keynote

earning links through audience segmentation brighton seo...

overcoming launch fear - lexi mills - brighton seo 2016

brighton seo 2014 v3 stephen croome

more offline leads from online traffic - brighton seo 2013 -...

brighton seo - hand coding a website

brighton seo: engagement & branding as ranking signals - tim...

brighton seo - september 2016

teleprinter electrographic tt-772(p)/g · contractor:...

brighton seo april 2016 - engagement rate optimisation

brighton seo: breaking seo out of silos with pr &marketing

brighton seo september 2013 - technical internet marketing -...

james owen brighton seo april 2014

nathalie nahai - psychology of persuasive content (brighton...

brighton seo 2016: the trend is your friend

the seo's guide to javascript - ric rodriguez, brighton seo...

brighton seo writeup

estudio34 presents richard falconer, lbi en brighton seo...

botify's presentation at brighton seo (sept. 2014)

princes trust mentors - brighton seo