Overlap inventory
Mapped old and new URLs covering substantially similar subjects.
National advocacy website · Technical SEO and content architecture · 2026
Untangling Competing ContentAfter a Site Relaunch
I analyzed overlapping pages after a major site restructure, identified which versions were earning search visibility and translated the findings into consolidation and redirect recommendations.
01 · The challenge
A cleaner website structure created new competition between old and new pages.
Following a major restructure, portions of the previous content remained live alongside newer destination pages. Search performance was distributed unevenly, making simple deletion or redirection risky.
The decision required URL-level evidence: which page ranked, which earned clicks and which best matched the intended long-term architecture.
02 · Scope
From duplicate discovery to migration-ready decisions
Search comparison
Compared query, click and landing-page performance across competing versions.
Consolidation guidance
Recommended where to merge, redirect, retain or further differentiate content.
03 · Campaign process
Let performance and intent guide the architecture.
Find competing pages
Identify URL groups with duplicated or overlapping coverage.
Compare search demand
Review the queries and intent each page was already serving.
Evaluate destination quality
Assess content depth, internal role and fit within the new structure.
Recommend the end state
Translate evidence into specific consolidation and redirect decisions.
04 · Results
The team received a defensible path for resolving overlap.
250+
URL groups evaluated
25
Consolidation recommendations
Replace bracketed metrics only if an approved count can be verified. The strategic outcome can stand without a performance claim.
05 · Reflection
The highest-ranking URL is not automatically the best permanent destination.
Strong consolidation decisions account for current search equity, user intent and the role each page should play in the future information architecture.