If two pages rank (home and career page) but can achieve different purposes, that’s fine, but if there is overlap, it should be fixed.
Merge, normalize or redirect overlapping pages
When keyword overlap occurs, you will have three options:
- merge Content to stronger pages, 301 redirects weaker one
- Standardization If content must remain alive, it should not be ranked
- leave Both live If they are in different intentions or funnel stages
In one case, we find the 12th and 35th ranks for the same keyword. Neither is on the first page, so we merged them and redirected the lower pages to consolidate authority and improve overall ranking.
Avoid inducing it to eliminate content, as it weakens both pages. Instead, place the firepower of that combination for better use.
Establish a clean redirection strategy
Redirection is a key part of the fix, especially in Migration or CMS changes.
For example, in Shopify, URLs usually default to /product, /page, or /collection. When we transfer customers to Headless settings Or rebuild its URL structure, we built 301 seconds to protect authority.
Best practices include:
- Permanent changes with 301 redirects
- Temporary updates using 302 redirects (e.g. seasonal testing)
- Use Screaming Frog Find and Flat Redirect Chain
- Manually view all redirect rules before starting
