Before you brief a new article, check whether the page you already have is even being found.
A content gap report often lists queries you already have a page for. The page exists, it is just buried five clicks deep with two internal links.
Check depth first
Pages more than four clicks from the home page get crawled less and rank worse. Moving one link can do more than writing one article.
The best new page is sometimes an old page with better links.
Takeaways
Before writing, check crawl depth, internal links and cannibalisation. Then write only what is truly missing.
