How can you earn multiple rankings for the same keyword?

Earning multiple rankings for the same keyword is not about repeatedly covering the same topic. It is about having different pages meet distinct search needs, then monitoring whether they can rank simultaneously and generate additional clicks. If two pages overlap substantially, merging them may be more beneficial. If they serve different purposes—such as providing a definition, a how-to guide, or a tool—they may be worth keeping. You cannot fully control whether multiple pages rank, and doing so is not guaranteed to deliver better returns than focusing on one page.

First, identify what need a second page could meet

Before planning, examine the types of pages in the search results for your target keyword. In a 2024 article, Ahrefs suggested that if the results include both articles and tool landing pages, you could consider using these two formats to serve different needs. However, this only signals a potential opportunity; it does not guarantee that adding a page will earn a second ranking.

The article used “keyword rankings” as an example: at the time, the site’s glossary article appeared in the featured snippet, while its tool page ranked fourth. Both had been ranking simultaneously for more than six months. The glossary article explained the term, while the tool page let users check rankings. Merging them would have meant sacrificing one of those uses. This was a historical example, not evidence that the pages still hold the same positions today.

• Clearly identify the problem the existing page solves.
• Confirm that the second page serves a different purpose, rather than merely changing the title or wording.
• If higher-cost content, such as a free tool, is needed, first assess whether the investment is worthwhile.

At Procrustes, our services include planning website pages and content topics, along with writing and regularly updating articles that address the questions our clients genuinely care about.

Ranking simultaneously does not necessarily mean both pages should stay

The same Ahrefs article also documented the opposite situation: two guides had both ranked in the top ten for a long time, but their content was similar, and combining them into a new guide produced better results. Having two rankings alone therefore does not establish that a strategy is successful, nor should having multiple pages rank always be treated as a problem.

In a 2018 article drawing on its experience, awoo noted that inbound links may be spread across pages with overlapping topics. Individual pages may also lack complete coverage, forcing readers to visit several pages to find the information they need. These are risks to check for, not inevitable consequences for every set of pages targeting the same keyword.

• Different purposes, each with complete coverage: consider keeping both and tracking their performance.
• Similar content with information spread across pages: assess whether consolidation would better meet users’ needs.
• Competing old and new campaign pages: factor timeliness and website strategy into your priorities.

Track the combined performance of both pages, not just the number of rankings

When monitoring performance, distinguish between two pages consistently appearing together and pages taking turns entering and leaving the rankings. Also check whether clicks to the new page are accompanied by a decline in clicks to the original page. In 2024, Ahrefs reported that, on its own website, second pages rarely maintained a stable top-ten position over the long term, and most instances of multiple pages ranking were not deliberately planned. Occasional dual rankings should not be mistaken for lasting gains.

Beyond rankings and clicks, consider conversion rates and business value. awoo’s 2018 article also recommended deciding which pages to prioritize based on website strategy, visitor behavior, and conversion performance. If the second page adds only a little traffic while displacing a more valuable original page, reassess whether that investment would be better spent targeting another keyword.