You don't need to reinvent the wheel, or start from scratch on your pages’ content if it is already ranking for your key terms. However, if people are pogo-sticking out of your site, or if your page is not converting or meeting the appropriate engagement metrics, then consider running an intent gap analysis on your content. With a good understanding of your visitors’ needs, concerns, questions, and issues, you can align your website to better suit users than your competitors, and can ultimately improve your position as an industry leader.
Shannon Robinson is a SEO Strategist at Red Door Interactive. In the past she has been involved with various online projects, involving both service and product-related websites of small to large scale. Her work experience ranges from in-house SEO at ACTIVE Network and Life Technologies, as well as independent consulting work. Shannon is constantly thinking about new ways to attack old problems and always enjoys learning from others.