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What to do with a very popular but slightly irrelevant page?

A site I am doing SEO for built a tool years ago that still drives a lot of traffic to our site (22% of all traffic comes from this one page, the next best landing page which we actively try to optimise and promote accounts for 6% for comparison).

Despite not being touched for years it ranks very well for some high volume keywords and I can't help but feel there's an opportunity there somehow. It isn't a tool that drives people to use our service, more just a very useful tool in general.

Does anyone have any thoughts or advice on what once could do with such a page? Maybe just try and point people down a conversion funnel on it?

submitted by /u/wuisluitton
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from Search Engine Optimization: The Latest SEO News https://ift.tt/2Zq7hQw
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