Welcome to the Q&A Forum

Neil, One difference likely present in the older page is that it is more likely to have links to it than the new page. If you have social at any reasonable level that could also have an effect on the pages differently (one has been shared more often, etc.). Obviously, the other item is how competitive is the vertical and the keyword for that vertical you are trying to move up in. The list of factors goes on and on. Good luck.