Creating a new page versus adding to existing page (for targeting a keyword phrase)

[ProjectLabs]

What are your considerations when deciding whether to create a brand new page versus adding content to an existing page when targeting a new keyword phrase on your site?

My thought is that if it is mildly competitive, a new page would make more sense since you can optimize the title tags and URL. But if it is long tail and low competition, you would be better off to add a paragraph to an existing page to minimize diluting your website by adding more pages.

[David_ODonnell]

Also consider:

• how similar / relevant the term is for an existing page
• how many keywords you're attempting to optimise the existing page for
• how unique, awesome you can make the new page

Good luck.