Filters within SEOmonitor are incredibly powerful because they allow you to dig deeper into your data and spot specific opportunities that can benefit your SEO strategy. In this video, I’ll show you an iterative approach to using filters, allowing you to work smarter or pinpointing great opportunities for your SEO strategy much quicker.
Finding cannibalization insights
So, this use case looks at rectifying cannibalization problems by topic area in a way to focus your work according to some potential objectives that you may have been set.
Let’s start by making up a marketing objective where we’ve been tasked with increasing visibility by X percent for commercial investigation terms in a bid to nurture users down the marketing funnel towards a conversion.
We know the site that we’re working with ‘What Car?’ has some problems within cannibalization, but we only have a small amount of resource to conduct our work. So we need to be strategic and calculated with our efforts, you then use a series of filters to understand where it’s best to focus our time. So let me show you how.
Using the advanced filters
First, let’s pinpoint the sub folder we want to look at by using the ranking landing pages filter. Here, I’m looking for ranking URLs that are contained in the subfolder ‘review’ as I know this is where the majority of the commercial investigation content lies.
Next, I also want to capture keywords that are triggering cannibalization issues. So we can do this by selecting another filter by heading down to ‘issues’ and then we can see that cannibalization is already pre selected. So I’ll apply filters.
And then SEOmonitor returns a report that contains 163 keywords. So at this point, this is still too large for analysis given the circumstances that we outlined previously. So to filter further them and make this dataset more usable. Let’s look at these cannibalization issues but say on the first two pages of search results. So to do that, I want to set another filter, this time looking at ‘latest desktop rank’, and I want to find keywords that are ranking above the position 21. So everything from position 20 to position one.
Update the filters again, and this time SEOmonitor is returning a report of 100 results. So this is better. But again, we want a smaller data set that we can more easily work with.
So as a final measure, what we want to do is filter again and this time by using the filter year-over-year search trend and ,similar to my other video, I want to set this threshold to more than 5%.
Now SEOmonitor returns 23 results, which is a much easier subset to get our heads around and if we start navigating through the data, let’s see if there are certain keywords that look particularly appealing.
Okay, so this one straight off the bat – ‘cupra car’, we can see that this keyword has been growing massively in popularity. So 60.5k search volume and it’s grown six times. So let’s use this as an example to frame our case here. Firstly click on the keyword we can see that this side panel appears when we’re presented with more data there for us to go ahead and click on performance and scroll down. We can pinpoint exactly where the cannibalization is occurring.
By and large, it looks as though when this landing page ranks, it ranks higher than when this landing page ranks. So by the looks of things, this cannibalization issue is down to something fundamental across their site structure, where the targeting and intent across the content hierarchy, maybe even internal linking comes into play here as well, it all seems misaligned.
So it’s a wider strategic consideration. Rather than just fixing cannibalization Issues page by page. However, the narrative that I’m looking at here is; why not test the fix on this set of cannibalising pages that are competing for ‘cupra car’ to almost show proof of concept before scaling out the fix site-wide. This will then get buy in from stakeholders while also tapping into the increased search trends that are occurring.