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Solving Content Cannibalization and Low Search Rank for a Major Non-Profit Foundation

This website had solid content that was not ranking high in Google search engine results. We used content auditing, keyword analysis, SEO best practices training, and UX/UI auditing, resulting in high page one ranking.

Task

A major non-profit foundation had excellent content but was not ranking well in Google search engine results.

Challenge

Understanding why this expertly researched and authored content was lagging in Google search results.

To achieve this, we did a complete content audit of this foundation’s website and talked to the people responsible for creating content.

We learned that within the foundation, there were two teams creating content using the same keywords and topics. While this wasn’t duplicate content, the content in Google’s opinion, was thin and repeated throughout the website.

Highlighting this did cause a bit of a ripple effect within the foundation, emphasizing how important it is to understand how SEO works and the best ways to optimize both content and website design.

In fact, the people writing content had never heard of keyword content cannibalization. During an SEO content writing training session, we explained that keyword content cannibalization happens when there are too many similar or multiple uses of keywords on a website.

With keyword cannibalization, Google cannot determine how to rank and prioritize content correctly.

Solution

The solution for this non-profit foundation was to reassess and audit their entire website:

  • Identifying content to refresh and update
  • Redirecting duplicated content to the high priority page or article
  • Using a competitive keyword gap analysis to identify overlooked keywords and topics
  • Creating content plans for each writing team to provide clear direction and prevent future keyword cannibalization

To further strengthen our client’s content and website, we provided training on essential topics including:

  • Google and Your Money Your Life (YMYL) websites
  • SEO and search strategies
  • Search intent
  • E-A-T (Expertise, Authoritativeness, Trustworthiness)
  • Keyword research

Results

The foundation is now ranking high in Google search engine results for their targeted cancer-related topics and keywords.

The next step for us is an UX/UI audit of the entire website, using data and analytics to better streamline and strengthen the education portion of the website.

We are continuing to support this client with on-page and off-page SEO, search strategy analysis, technical SEO leadership and direction, and training about key Google expectations and content requirements.

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