Should I create new pages for new keywords?

[Pooja]

Hello Everyone,

My client decides to shut one of his service lets say 'blue widget services' and wanted me to promote new keywords now that is 'widget security'
I was doing off page SEO for the blue widget page till now.
So my question is should I need to create a whole new page on the website and generate content according to the new keyword and then start promoting it for widget security? Or should I change the 'blue widget' page, its content and URL and start promoting it for widget security now?

Please help.

[edited by: not2easy at 11:29 am (utc) on Mar 25, 2021]
[edit reason] Please see ToS [webmasterworld.com] [/edit]

[johnloyatt]

I think, first create a new Page according your keywords and redirect your old page to new one by which all your users will redirect to your new page .
All the best :)

[engine]

Stop thinking of just keywords and think about the inference of the whole page. Entities. Read about it here [webmasterworld.com...]
If existing pages are doing well don't remove them, leave them as they are.

[not2easy]

Redirecting pages to other pages is a bad practice unless the old information is also on the new page. If a page is indexed for one topic and visitors do not find that information when they visit, it is a bad UX and Google calls it a soft 404. A 404 is better.

[tangor]

This sounds like an "upgrade" word that also applies to existing pages. Update/upgrade THOSE pages since they are already functioning and this will keep traffic flowing, won't lose any link juice already existing, and will keep your page profile (as in how many pages) more realistic in the eyes of the serp folks.

Contrary to common belief, some times LESS is more (shows a site is always updating EXISTING rather than chasing the latest keyword trend).

YMMV