Do you optimize existing rankings before targeting new keywords?

Rank Zen SEO said:

I piroitize page two rankings first quicker win than new content.

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That's really makes sense and I also believe that this is a good approach.

I usually focus on existing rankings first. If a page is already getting impressions and sitting somewhere on page 1 or 2, there's often a lot of untapped potential there. A few updates to the content, better internal linking, or improving search intent alignment can lead to quick gains.

Once I've pushed those pages as far as reasonably possible, I start targeting new keywords to expand traffic. In my experience, improving what's already working tends to deliver faster results than starting from zero.

Yes, I always optimize existing rankings first. It's usually faster and more cost-effective to improve pages that already have visibility before investing in new keyword targeting.