Should We Be Optimising Pages That Already Rank or Focusing on New Ones?

Optimising pages that already rank can enhance their visibility and improve rankings on Google, while creating new pages allows you to target additional keywords and expand your reach. Ideally, a balanced approach that involves both strategies will maximise your SEO efforts and drive more traffic to your site.

The Importance of SEO Balance

Let’s break it down. If you’ve got a page that’s already ranking, you’ve struck gold. It means Google sees value in your content. But resting on your laurels isn’t an option. Competitors are always nipping at your heels. A B2B software company might find its pricing page consistently ranked in the top five. However, if they don’t keep it fresh and relevant, they risk slipping down the ranks.

On the other hand, focusing solely on creating new pages is like planting seeds without watering the ones that have already sprouted. You might capture new keywords, but you’re missing out on enhancing existing content that’s already proven effective. It’s about finding that sweet spot between nurturing what you have and venturing into new territory.

Steps to a Balanced SEO Strategy

So, how do you strike this balance? Here’s a straightforward approach:

• Audit Your Current Rankings: Use tools like Google Search Console to identify which pages are performing well. This will help you decide where to focus your optimisation efforts.

• Refresh Content Regularly: Update existing content with new data, insights, or trends. This keeps it relevant and signals to Google that your page is up-to-date.

• Identify Content Gaps: Look for keywords or topics you haven’t covered yet. This is where new pages come into play, allowing you to capture new search traffic.

• Monitor Competitor Activity: Keep an eye on what your competitors are doing. If they’re gaining ground, it might be time to tweak your existing content or publish something new.

• Allocate Resources Wisely: Decide how much time and budget you can allocate to optimising existing pages versus creating new ones. This depends on your current standing and business goals.

Remember, it’s not about choosing one over the other. It’s about leveraging both to create a cohesive SEO strategy that aligns with your objectives.

The Art of SEO Tactics

Let’s get a bit personal. SEO isn’t just a checklist. It’s an art. A dance. Sometimes you’ll need to focus more on polishing what you’ve got. Other times, you’ll want to explore uncharted territory.

Think of your website as a living entity. It needs care and attention. If you’re unsure where to start, engaging with a search engine optimisation expert can provide clarity. They’ll help you see the bigger picture and craft a plan that suits your unique needs.

Ultimately, the decision isn’t black and white. It’s about understanding your audience, your competition, and your goals. So, next time you’re sipping your morning coffee, ponder this: Is it time to nurture or to grow? Both paths have their merits. Choose wisely.