Ok, Not really sure how this works but I'm going to give an example. Lets say we have a hockey player called james john... a site dedicated to this hockey player. So assuming people here rumours james john is injured and there are roughly say 5000 search per month for it to check, even when he is not... What would be best approach to keep that keyword page/permalink ranked? Would it be best just create new page/post each time? Or have a page/post with permalink 'james john injured' with headin H1 james john injured.., then when injured, lets say I have 1 post from last year with the permalink n heading, if injured again, just post it on same page/pose but move last years content to underneath, keeping the traffic to that permalink/keyword... Would it be nest create a page each year with similar keyword, or try keep same page but update page when it happens but keeping the old content just moving it down page with recent injury 1st.. If that makes sense to anyone, if not I can explain if needed if have questions, trying to figure this out.. Thanks in advance.