When deciding whether to repurpose an existing WordPress page with high page authority or to build a new one, there are several factors to consider that will guide your decision.
Current Page Authority and Relevance: If the existing page already has high page authority and closely aligns with your new objectives, repurposing it would likely be more beneficial. A high-authority page can rank well in search engines and attract more organic traffic, making it a valuable asset. By updating the content and optimizing it for new keywords or purposes, you maintain the page’s authority while refreshing its relevance.
Content Goals and Audience: Evaluate whether the existing content structure and style meet the needs of your target audience and content goals. If the current page can be adjusted to fit these without drastic changes, repurposing is a wise option. However, if the new content drastically differs or targets a significantly different audience or goal, creating a new page might be more appropriate.
SEO Impact: Consider the SEO implications of both choices. Repurposing an existing page means leveraging its established SEO strengths, such as backlinks and user engagement metrics. When building a new page, you’ll need to develop these seo strengths over time, which may take longer to see results.
Resource Availability: Assess the resources available for content development. Repurposing an existing page might require fewer resources compared to building one from scratch, as you can use the existing structure and make enhancements rather than developing entirely new content.
Potential Risks and Rewards: There are risks associated with repurposing, such as losing current rankings if significant changes confuse search engines or alienate the current audience. However, the rewards, like saving time and resources, might outweigh these risks if done carefully. Conversely, creating a new page risks starting with no authority but can be rewarding if it addresses a unique need or opportunity.
In conclusion, if the existing page’s content is closely aligned with the new purpose and it possesses current authority, it is often more efficient to repurpose. However, if your goals and audience have shifted significantly, starting with a new page may better serve your needs in the long term.
One response to “Should we adapt a high-authority WordPress page or build a new one?”
This is a thought-provoking discussion! One additional factor to consider when navigating the decision between repurposing a high-authority page and creating a new one is the long-term content strategy in relation to your overall brand identity.
If the existing page aligns well with your current goals but you foresee a shift in your brand’s direction or audience in the coming months or years, it might be wise to invest in building a new page that can serve as a foundation for this evolving identity. While repurposing an established page is less resource-intensive and can yield quick wins in organic traffic, a new page might allow for more creativity and alignment with your brand’s future trajectory without the constraints of past content.
Additionally, consider tracking both the performance of repurposed content and new content closely. This will provide you with valuable insights into what resonates best with your audience and inform future decisions, helping to refine your overall strategy as you grow. Ultimately, being flexible and responsive to your audience’s changing needs will significantly enhance your SEO efforts and brand loyalty in the long run.