Best method to target similar keywords??

[Kal-SEO]

Hi Guys,

We have client that wants to target 3 similar terms (used, secondhand and pre-owned) variations. We have been having a discussion about the different methods to try but can't make a decision on the best route. The target page has a list of pre-owned products so whichever route was take these products still need to be visible without creating duplicate content issues....

1 - Go all in on one page do our best at optimising a single page for all 3. - i don't like this route.
2 - Stick with the current pre-owned url and create a url for used and secondhand with a 301 redirect back to the pre-owned url.
3 - Create three individual pages aimed at a keyword individually, keep the pre-owned as the original and add canonical links to used and secondhand

I look forward to hearing your thoughts.
Thanks in advanced

[irvingw]

Easy answer. Keep the original page and create two new pages properly addressing each target which will be more effective, write unique content for each, don't 301 and don't canonical to one url (canonical each to it's own page)

[CleverPhD]

Google keyword siloing.  You can setup a structure of pages like

/widgets/pre-owned.html

/widgets/used.html

etc

You do not want to canonical these pages to each other as a canonical is treated like a 301 and so you would only get credit for 1 page.  i.e. if you canonicaled or 301 "used" to "pre-owned" you are not doing any favors for the "used" page.  Another way to say this, the use of the canonical link or 301 in your example that you are suggesting is not the way those directives were meant to be used, so you would not get the benefit that you think you would be getting.

Beyond all that - do each of these words have enough search volume for the effort?  Can you make enough original content for each page that it makes sense?

If "pre-owned" has traffic that is way larger than the other two, it may not be worth the effort above.  Add the other key words to your pre-owned page as you can sometimes optimize for 2 or 3 sets of words.  You have to make that call based on search volume and if you think you can make pages that are unique enough and are "linkable/likeable/clickable/shareable" enough to stand on their own.  Otherwise, the other pages are just duplicates and can harm you.