Categories: BLOG2

How I Created an SEO Strategy That Increased a Client’s Search Visibility by 375%

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.

Consolidate, canonicalize, or redirect overlapping pages

When keyword overlap shows up, you’ve got three options:

  • Merge content into the stronger page and 301 redirect the weaker one
  • Canonicalize if the content must stay live but shouldn’t rank
  • Leave both live if they serve different intents or funnel stages

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.

Build a clean redirect strategy

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:

  • Use 301 redirects for permanent changes
  • Use 302 redirects for temporary updates (e.g., seasonal tests)
  • Use Screaming Frog to find and flatten redirect chains
  • Manually review all redirect rules before launch

If you liked How I Created an SEO Strategy That Increased a Client’s Search Visibility by 375% by Peter Richman Then you'll love Miami SEO Expert

Peter Richman

Share
Published by
Peter Richman

Recent Posts

How To Diversify Your Traffic Outside of Google SERPS

How to build a brand-led content strategy that drives demand outside searchYou’ll learn to move…

2 weeks ago

The Future of AI in Search | Whiteboard Friday Revisited With Britney Muller

Five years after this video was created, the idea that machine learning might be “far…

2 weeks ago

Stop Losing SEO Traffic: AI-Powered Strategies to Detect, Fix, and Drive [MozCon 2025 Speaker Series]

 I’ve spent the past year fielding the same panicked question from clients repeatedly: “Why is traffic…

3 weeks ago

How to Claim, Verify, and Manage Google Business Profiles at Scale

Claim and Verify All Listings with a Domain EmailWe all know how to claim and verify…

3 weeks ago

How To Automate Your BoFu Strategy With AI [Free Prompts, Templates & Workflows]

When Teal brought me in, their bottom-of-funnel content was barely moving the needle. Blog posts…

3 weeks ago

F*** Traffic: How To Prioritize Conversion Over Vanity Metrics

Clicks are down, and if you’re working in SEO right now, you’re probably stuck trying…

3 weeks ago