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; ranking, by a processor, a plurality of pages of the cluster of pages based on one or more rules analyzing attributes of the plurality of pages of the cluster of pages and independent of profile information of a user requesting a page of the cluster of pages, the one or more rules applied based on a predetermined hierarchy; selecting, based on the ranking associated with the plurality of pages, a best page of the cluster of pages describing the equivalent concept; storing an indicator in a page object of the plurality of page objects, the page object corresponding to the selected best page, where the indicator identifies the page object as the best page of the cluster of pages describing the equivalent concept; and directing the user requesting a page of the cluster of pages to the selected best page.