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Keyword Cannibalization: What it Is & How to Avoid It Completely - YouTube
Channel: Julia McCoy
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does creating SEO content to build your
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brand and grow your authority online
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sometimes feel like a vortex of same-old
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same-old
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have you ever found yourself wondering
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that I just create too much content on
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the same topic then you'll want to stick
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around for today's video on keyword
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cannibalization
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[Music]
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[Music]
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before we get into it here's my 60
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seconds or less in the life of Julia
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update so this fall I'm working every
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single day writing on my book going
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through the developmental edits I got
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back from my editor this is my third
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book and narrative nonfiction memoir
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which I'm really excited to share with
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you it's a story of how I escaped a cult
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in the middle of the night at 21 and
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built a life that I loved including
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building multiple businesses it's the
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story of that so every day I'm working
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on that book and this fall and express
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writers were full steam ahead we're
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doing lots of amazing concept projects
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for our clients keeping our writers and
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our team busy we have a couple positions
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open they're all work from home
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we need editors and a part-time Support
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Specialist if you want to hear more you
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think you could be a fit email us here
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and I'll get back to you and finally
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even though I said I try to take on less
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I couldn't say no to the invitation to
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co-write a leading experts new book on
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SEO I've been a huge fan of Ryan Stewart
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been following him for years so when he
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asked me to help him co-write this new
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book I said yes he's all about growth
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focused marketing through great SEO and
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great content he's built and sold
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multiple businesses and consults it for
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leading at brands so I'm really excited
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about this project
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and if you wonder how I get so much
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writing done maybe that's another video
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let me know in the comments okay let's
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get into today's topic what exactly is
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keyword cannibalization this is when a
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site has more than one content piece
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targeting the exact same keyword
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typically unintentionally when this
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happens you're diluting your page
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Authority and you're potentially
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accidentally eating the chances of your
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own rankings that's why it's called
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keyword cannibalization so instead of
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you telling Google hey Google here's my
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amazing piece of content I've created
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that's comprehensive it's the best on
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this topic
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you're throwing content at Google hoping
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something sticks that doesn't work Eric
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any one of the lead writers of the art
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of SEO has said that keyword
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cannibalization is
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like writing a really good book but
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every chapter is on the same exact topic
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that's not really a page-turner he has
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this illustration to show how curate
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cannibalization kills site SEO and what
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can be done instead so instead of
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multiple pages on the same exact topic
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you can kind of create a hierarchy a
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menu and link to similar pages the only
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thing I would clarify on this topic is
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that when you're creating tons of
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content on the same keyword you're not
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confusing Google because in the end
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Google picks the content that best
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matches the search users intent so
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Google is making the most informed
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choice from your content on which to
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rank but the negative side effect that
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often happens with cured cannibalization
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is that you often have one key piece of
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content ranking above an awesome piece
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of content
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Joshua Hardwick the lead writer at a
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href San amazing marketer we interviewed
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him on the concert hacker spotlights
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recently he has this example if you
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google the phrase competitor backlink
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analysis you'll see two different blogs
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ranking in physicians number six and
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seven the result in position six is over
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four years old it's around a thousand
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words instead of their typical 2,000
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words the screenshots are outdated of an
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old UI but the one in position seven is
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amazing it's an up-to-date blog with
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current advice but because they've
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already written on this topic twice
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they're cannibalizing their position so
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we're gonna talk about three ways to fix
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it when this happens but first let's
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talk about a scenario when keyword
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cannibalization actually may not hurt
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you
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because as strange as that sounds that
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can happen here's an example from
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bodybuilding.com they rank in the first
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one and two spots or back and bicep
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workouts now if you study these two
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content pieces each feature a different
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workout by a different expert so if
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you're in the ideal audience for this
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site and let's say you already know your
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experts and you'd rather have a word
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from one versus the other you're going
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to click on the one you like the most
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bodybuilding.com is not cannibalizing
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their keyword rankings because each of
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those content pieces serves a purpose
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for their audience another example a
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frequent question I get about Huard
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cannibalization not being an issue is
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when you have one core keyword term that
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you're using over and over in longtail
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keyword versions so for example here's a
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few keywords we've targeted on the right
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blog blogging statistics best blogging
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service blogging packages for law firms
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yes those all contain the word blogging
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but they're not cannibalizing each other
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because we're going after a different
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topic for each keyword focus we have
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different longtail keywords for each of
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those and a unique content piece so
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three different keywords three different
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content pieces you could say targeting
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three different audiences even though
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they all contain the same core term
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that's okay that's not keyword
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cannibalization as long as your content
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is unique in each different piece okay
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so let's say the worst is happening to
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you here cannibalization is occurring
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what do you do to fix it
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there are three ways that I'll share
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with you the first one one of the best
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ones is to merge and update old content
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so if you have those two pieces on the
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identical topic or keyword pick the best
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one merge the content that's good from
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the old post into that new one and make
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that your single focus piece and it's
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always best to have an expert a writer
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and editor go through that piece make
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sure it's flawless its current
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comprehensive you have a new meta title
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meta description so you get the most out
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of it and then don't forget to 301
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redirect the URL of that old piece to
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the new piece and then just delete and
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trash that old one number two straight
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up delete that old version if you have a
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truly a key piece of content just remove
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it from your site but before you do to
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avoid any 404 scenarios just 301
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redirect the link
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to something that's more current and
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relevant and that way you completely
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avoid a scenario where someone's
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clicking on that link somewhere and
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they're ending up on a 404 which is
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really bad you don't want that to happen
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number three I don't recommend this but
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in some scenarios it can work you can no
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index pages that are duplicate in topic
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to each other
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so let's say for example you're an
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e-commerce shop and your audience comes
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from Facebook advertising your source is
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not SEO traffic you might have multiple
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products that kind of mirror each other
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so that's where you can go in and no
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index each page which simply gets those
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pages out of search results now this is
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an ideal because for me I love SEO
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traffic and every piece of content we
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publish we try to earn SEO results but
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that can work in some scenarios and
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finally to wrap up if you're in a place
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where you have a ton of content maybe
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years of publishing content and you're
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not sure what the heck could be cured
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cannibalized versus of what's good use a
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tool like screaming frog to export all
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your site pages put them in Excel and
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then you can see which pages aren't
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duplicate to each other at a glance and
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you can start a very high ROI project of
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content cleanup cleaning up your old
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content fixing these issues merging
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updating rewriting is so critical to
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your site's health in SEO result and
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often times that can be a better place
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to spend your time energy investment
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then creating new content if you have a
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ton of content that really needs to be
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cleaned up be sure to hit that subscribe
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button if you haven't already to catch
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my new videos every single month I hope
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that you enjoyed today's video if you
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have any questions on this pretty crazy
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topic of cured cannibalization let me
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know in the comments and I'll get back
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to you and hit like on this video if you
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were able to learn anything that will
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help your SEO and your search results
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from content I look forward to seeing
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you around
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