Hello experts, I have a question regarding a situation we are facing. We have an existing article indexed on Google that is not ranking well for our target keyword. We have created a new content piece that also targets the same keyword.Given this, which approach would be more effective for long-term results:
Updating the existing article by refreshing the content and implementing a 301 redirect from the old article to the new one while keeping the same URL?
Creating a completely new article with a different URL targeting the same keyword?
Which strategy would yield the best long-term results?
Thank you.
Updating the existing article by refreshing the content and implementing a 301 redirect from the old article to the new one while keeping the same URL is generally the more effective approach for long-term results.
Here’s why:
- Preserves existing authority: The existing article, despite not ranking well, has likely built up some authority and backlinks over time. Updating the content and redirecting the old URL to the new one will transfer this authority to the updated version.
- Avoids duplicate content penalties: Creating a new article with a different URL targeting the same keyword can result in duplicate content issues, which can negatively impact your rankings. A 301 redirect ensures that Google recognizes the new article as the definitive version.
- Improved user experience: Updating the existing article with fresh content and a clear 301 redirect provides a better experience for users. They are directed to the most up-to-date information without encountering broken links or outdated content.
While creating a completely new article with a different URL might seem like a fresh start, it can lead to:
- Loss of existing authority: The new article will start from scratch in terms of building authority and backlinks.
- Potential for cannibalization: Both articles might compete with each other for ranking, leading to a dilution of your overall authority.
Ultimately, updating the existing article and implementing a 301 redirect is a more strategic approach that leverages the existing authority and avoids potential penalties. It allows you to focus on delivering high-quality, relevant content that will rank well for your target keyword in the long term.