Multiple pages optimised for the same keywords but pages are functionally different and visually different

[TrueluxGroup]

Hi MOZ community!

We're wondering what the implications would be on organic ranking by having 2 pages, which have quite different functionality were optimised for the same keywords.

So, for example, one of the pages in question is
https://www.whichledlight.com/categories/led-spotlights
and the other page is
https://www.whichledlight.com/t/led-spotlights

both of these pages are basically geared towards the keyword led spotlights

the first link essentially shows the options for led spotlights, the different kind of fittings available, and the second link is a product search / results page for all products that are spotlights.

We're wondering what the implications of this could be, as we are currently looking to improve the ranking for the site particularly for this keyword. Is this even safe to do? Especially since we're at the bottom of the hill of climbing the ranking ladder of this keyword.

Give us a shout if you want any more detail on this to answer more easily

[Cody_West]

Hi! This short video should explain what the best practice is in your situation.

https://yoast.com/ask-yoast-same-keywords-multiple-pages/

In short, link to the page that you want to rank higher from the other page.

Hope this helps!

[TrueluxGroup]

Hi Cody,

Does the video really answer the question though?
In his example he refers to 2 pages, that contain the same keyword, but one of the pages is clearly an offshoot from the main parent page...

Where we have 2 pages that is basically using the exact same keyword.
Unless of course we change the search result one to be more like.. 'Seaching for LED Spotlights'

[Cody_West]

Oh I see, my apologies. Generally, you do not want two different pages attempting to rank for the same keyword because of keyword cannibalism (i.e. your pages will be competing with each other in the SERPs). I would change the search page to "Searching for LED Spotlights" or some other keyword specific to that page. I would assume the category page would convert leads better so changing the anchor text (led spotlights) on the "Searching for LED Spotlights" might help assuming you want the category page to rank higher in the SERPs.

[Intellect]

Hi Cody,

If my keyword is "black hat", i have already a relevant page for black hat . And we get perfect ranking for this keyword from google

But if we would like to get more and more better ranking for Black Hat keyword for the black hat relevant page, we would like to create more internal links and external links

For that we have blogs or sometime we may create internal pages. if the content included "black hat", shall we create anchor link "Black hat" from these blog or newly created internal page to black hat relevant page

How many time can we add these type of link using the same keyword to black hat page? If the method is not good, please advise and help us

Could you please explain? or if any articles or blog regarding this subject, please advise