Is it better to try and boost an old page that ranks on page #5 or create a better new page

[MobileCause]

Hello Everyone,

We have been looking into our placements recently and see that one of our blog posts shows on page #5 for a popular keyword phrase with a lot of search volume.

Lets say the keyword is "couples fitness ideas"

We show on page 5 for a post

/couples-fitness-ideas-19-tips-and-expert-advice/

We want to try and get on the first page for that phrase and wanted to know if it is better if we did one of the following:

1. Create a new page with over 100 ideas with a few more thousands of words. with a new url (thinking /couples-fitness-ideas)

2. Create a new page with a new url (thinking /couples-fitness-ideas) with the same content as the currently ranking post. We would want to do this for more freedom with layout and design of the page rather than our current blog post template.

Add more content, let's say 100 more ideas.

Then forward the old URL to the new one with a 301 redirect.

3. Add more content to the existing post without changing the layout and change the URL.

Look forward to your thoughts

[MobileCause]

I just wanted to thank everyone again for their insight as well as send an update on the status of our page.

We are now ranking #2 for our target keywords as well as other top10 rankings for similar keywords.

Appreciate all your insight and feedback.

[Mobilio]

Looks good plan. Except content promotion. You need to do them both (updating and promotion) at same time.

[MobileCause]

I have a question regarding adding content to the page.

Currently we have the 19 ideas. Would it do more harm than good to add 5 ideas then publish it.

Then add 10 then publish, add 20 then publish. And so on. Basically updating the post every week or daily with more ideas. Rather than update it one time with 100 new ideas.

Would it be more beneficial or harmful to update the post more frequently than one major update.

Then once we have a significant number we would promote across social and outreach for links.

[MobileCause]

I have a question regarding adding content to the page.

Currently we have the 19 ideas. Would it do more harm than good to add 5 ideas then publish it.

Then add 10 then publish, add 20 then publish. And so on. Basically updating the post every week or daily with more ideas. Rather than update it one time with 100 new ideas.

Would it be more beneficial or harmful to update the post more frequently than one major update.

Then once we have a significant number we would promote across social and outreach for links.

[MobileCause]

Thanks for your feedback. It's good content it can just me expanded upon and have more added to it. This will make it great content.

[MoosaHemani]

I love how Peter actually brings this point as I recently faced this problem with one of my client. Here is what I would have done if I would be at your place.

If the content you are trying to rank is not good enough, after all the effort all you will get is more traffic with higher bounce rate which I am sure you do not want at the end of the day. One thing you need to make sure that the content you are planning to create is more powerful or the one that you already have is good enough for your target audience.

If you are fine with the content you currently have, stick with that and move as Peter suggest but if you think that the content you are planning is more powerful, I would suggest creating a new page and redirect the current page to the new URL. This way you will skip self-cannibalization plus the audience will get new and more powerful content than the one you were previously targeting.

Now you have the new content ready with old one redirecting to the new URL, it’s time for you to properly optimize your page, get some links and get it rank on your targeted key phrase.

Hope this helps!

[MobileCause]

Awesome.

So add some new ideas to the current post that ranks while we work on the new and improved page. This will move it up a little bit to make the switch even more effective.

Your other insight is great as well. I love Brian Dean's stuff too. Super Helpful.

I'll keep you updated on our progress.

Hopefully it can be a learning experience for all.

[Mobilio]

True.

First make backup and then proceed with #2 or #3. Also you can improve little bit #3 with few "extra" tips and just to see movements in SERP. Because you know - there is vacantions ahead and probably beginning of 2016 you can see move.

Of course implement good and old tricks - social signals, little bit fresh links from authoritative and trusted sources. Also you can put there videos - one video can put your average visit duration up and do engagement. Example is Moz  - their regular articles are text-text-text-image-text-text-image and so on. But their WBF articles are text-video (length approx. 10 mins)-text-text-text.

#2 is same way as Brian Dean (Backlinko) - Skyscraper Technique.
Also Rand Fishkin talk about that as 10x http://www.slideshare.net/randfish/onsite-seo-in-2015-an-elegant-weapon-for-a-more-civilized-marketer/102-10X_Content_is_the_Future

[MobileCause]

Thanks for your feedback. I would assume if did a whole new page/post for the same keyword we would be competing with ourselves and do more harm than good.

We are going to move forward with number 2 and see how it goes.

[Mobilio]

First you need to read this one:
https://moz.com/ugc/how-to-keep-keyword-cannibalism-from-robbing-your-sites-performance
and more articles about "keyword cannibalism" or "content cannibalism" or something.
Because for you it's much more important to not harm current position as primary goal and secondary goal is to get some improvements.

So it's safe to try N:3 on same or other page just for test. But N:2 is probably correct way. You just to watch for implementing same on-page SEO optimization for new layout if there is new one.