Is it better to optimize the existing page or creating a new page to target certain keywords?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

• 
  Gabriel Partenie: When you use the query:
  
   ;[keyword] site:yoursite.com,
  
  Google will give your most relevant page for the  ;keyword.
  
  Question:
  Is better to continue to optimize this page or is better ;
  to pick another page (maybe create a new one)?
• 
  Edwin Jonk: +Gabriel Partenie ;please use example.com ....
• 
  Jim Munro: Hi +Gabriel Partenie ;, some people have said that if your root domain page is not the first listing, it might be an indication of issues with your site. These could be canonical issues, crawling issues, internal linking issues etc.
• 
  Ryan Cramer: +Gabriel Partenie ;Do you have multiple pages for the domain that have the keyword?  ;I ask this because if you use that query, you should see all pages for that domain that have been indexed for that keyword even if a very little.  ;For instance if you had a page specific for "product XYZ", there is a great possibility that the text "product XYZ" should be found in other areas of the site (if only it was the link text). So only 1 result indicates a lack of relativity in the other pages in your site.  ;This may be contributing to why that page is not placing for your desired keyword.
• 
  Jim Munro: Thanks for chipping in Ryan. Somehow I missed the [keyword] part of Gabriel's question. Ignore my comment. :)
• 
  Gabriel Partenie: TY all.
  I'll have to think about all your answers/ observations and made some tests.
• 
  Ryan Cramer: always good to have a second set of eyes +Jim Munro ;Im happy to be of assistance, plus +Gabriel Partenie ;always seems to have some good questions!
   ;
• 
  Edwin Jonk: From the expert panel in this weeks SEO Questions hangout on air on 02:36:52 into the YouTube video: https://dumbseoquestions.com/q/is_it_better_to_optimize_the_existing_page_or_creating_a_new_page_to_target_certain_keywords +Gabriel Partenie
  
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