Fix a page that lost rankings or redirect it to a winner?

Fix a page that lost rankings or redirect it to a winner?
Q: One post tanked while a similar one held. Rewrite the loser or fold it in?

A: Short answer: if they target the same intent, fold the loser into the winner.

Longer answer: two posts chasing the same query are cannibalizing — Google bounces between them, splitting signals, and that's often why one tanked. If their search intent truly overlaps, take the best parts of the loser, merge them into the winner, then 301 the loser's URL so its links reinforce the survivor. If, instead, they target genuinely different intents that just looked similar to you, keep both and sharpen each so they stop overlapping.

The deciding question is always intent, not topic. Same intent, one page. Different intent, two sharper pages.

Anyone want me to go deeper on this? React 👍