Q: Topic's decaying — expand the existing post or publish a fresh one?

Q: Topic's decaying — expand the existing post or publish a fresh one?

Short answer: expand the existing one if it already ranks for the core term; publish new only if the new angle has its own intent and SERP.

Updating a page that holds rankings keeps its history, links, and position while you deepen coverage — the safest lever. Splitting out a new post makes sense only when you're cannibalizing yourself: one URL trying to rank for two genuinely different intents, dragging both down.

In practice: pull the queries the page already gets impressions for. If they're all facets of one intent, expand in place — add the missing sub-sections, refresh examples, update the date honestly. If two clearly separate intents are fighting inside one URL, carve the secondary one into its own cluster post and interlink them. Don't spawn a new page just to look active.

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