a higher ROI can be achieved through optimizing almost ranking page. the proces of improving the quality of the content, resolving intent issues, nd improving internal link will take less time than creating new content.
this proces can also be witnessed in pages that do not rank for impressions. the small improvement in intent matching, internal linking, nd quality signal goes a long way in comparison with creating fresh content without any kind of history at all.
For me, updating existing content and improving internal links have delivered the best ROI. Small but consistent improvements beat chasing quick wins every time.
Updating old blog posts, has made my website fresh for Google and increase my ranking.
For me, the biggest ROI was made by optimising those pages that already enjoyed some visibility but did not convert effectively. It is not always about ranking higher sometimes it is necessary to get more value out of the traffic you already have by structuring your pages better, having proper CTAs, and optimisinng them according to users needs.
