Internal CompetitionYour biggest competitor can be yourself

SMX Israel 2015By: Kalman Labovitz

Overview

Consolidate

Research & Detect

Tipping point

What is this?

What is Internal Competition• When a site has one or more pages that

can be ranked for a keyword

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

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/

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?

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/

Benefits• Smaller more focused website• Increased social power

They are Liking, sharing, and/or tweeting one page• Engagement for middle keywords• Possible Panda benefit

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

Contact MeEmail: kalman@rankabove.comTwitter: @ffemtklLinkedIn: il.linkedin.com/in/kalmanlabovitz/Company Website: www.rankabove.com