CASE FILE: Deduping a noisy feed cut pages 40%, raised revenue 18%

CASE FILE: Deduping a noisy feed cut pages 40%, raised revenue 18%
A site ingesting a sloppy merchant feed had near-duplicate offers spawning 40% redundant pages. They built a dedup layer collapsing variants into canonical pages. Confirmed over 60 days: total indexed pages fell 40%, but organic revenue rose 18% as authority consolidated onto fewer, stronger URLs.
Why it matters: more pages isn't more traffic — it's more dilution. Consolidation is a ranking tactic.
We hear the dropped pages were cannibalizing each other in search. Internal competition was the hidden tax. Developing as they apply it to a second feed...