Is your sub-domain strategy harming your performance?

Any site that uses a sub-domain structure could face internal site conflict through sub-domain cannibalisation.

Chart: Position explorer chart, search term: “Online texas holdem” Site: 888.com, Google UK

Many brands use sub-domains whether it's to split content for separate audiences, to break up different budgets and departments, or to gain more positions in the SERPs. For whatever reason, if the content is widely similar, as with normal cannibalisation, sites' performance could be significantly affected.

This is probably a legacy for two reasons. First many within the sector tried to have multiple results for a single search result thus stuffing sub-domains in the SERPS. Secondly, gambling companies have a history of rigid P&Ls across their different departments, so the sports section will be separate from the casino section.

Above 888 have multiple sub-domains, both across different departments (such as casino, poker, vegas etc) and across different countries. There are therefore multiple duplications in theming therefore Google finds it difficult to pinpoint the right page and so offers up AU US and UK sub-domains in the SERPs.

These subdomains are not working together to feature for this term, in fact they are working against each other.
The strategy therefore needs to be re-looked at and coordinated more fully to gain better visibility.

Of all the global SEO platforms available, only Pi Datametrics can easily show this type of conflict and help businesses better understand the right online strategy.