Do you optimize existing rankings before targeting new keywords?

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.

I would optimize pages already ranking on page 2 to 3 first then target new keywords once those opportunities are improved.

Authority Builder said:

Hi everyone,

When you're targeting to grow a website, do you first work on pages that are already getting some rankings but are stuck on page 2 or 3 of Google or do you spend more time on creating new content and targeting new keywords ?

I would love to know what has worked best for you.

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I will typically squeeses pages that are already ranked on page two. some times just a little bit of optimisation along with mch better internal linking can makes them climb the ranks faster than ever from scratch.

Almost always yes, existing pages first. There's usually more upside in pushing a page from position 8 to 3 than starting a new keyword from zero. The page already has some trust/relevance signals, so the effort-to-result ratio is better.
New keywords make sense when there's a clear content gap nothing on the site currently covers, but if I had to pick a default, optimizing what's already ranking wins most of the time.

Normally, I start by fixing what already exists because most of those pages are still going to be important moving forward, like the homepage and any core service pages the owner already created. Once those are cleaned up, optimized, and working properly, then we can start attacking new opportunities and building out additional content. I just don’t like moving forward until the main service areas are taken care of, especially the homepage, because that’s usually one of your biggest money pages.

Very rarely do I get a site where there's not even a homepage targeting or attempting to target something