1. A method comprising: maintaining a plurality of page objects on a social networking system, the plurality of page objects corresponding to a cluster of pages on the social networking system that describe an equivalent concept; determining a best page of the cluster of pages based on a hierarchy of rules analyzing attributes of the cluster of pages; and storing an indicator in a page object of the plurality of page objects, the page object corresponding to the determined best page, where the indicator identifies the page object as the best page of the cluster of pages describing the equivalent concept.