If two pages rank (home page and careers page) but serve different purposes, that’s fine, but if there’s overlap, you should fix it.
When keyword overlap shows up, you’ve got three options:
In one case, we found pages ranking at positions 12 and 35 for the same keyword. Neither was on page one, so we merged them and redirected the lower-performing page to consolidate authority and improve the overall ranking.
Avoid the temptation to deoptimize content because it weakens both pages. Instead, put that combined firepower to better use.
Redirects are a key part of the fix, especially during migrations or CMS changes.
For example, in Shopify, URLs often default to /products,/pages, or /collections. When we move clients to headless setups or rebuild their URL structure, we set up 301s to preserve authority.
Best practices include:
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