Recently I got a website for SEO, Some link building already performed for specific page and that page is already ranking for 1 important keyword according to its niche. But the site owner for some reason wants to rank new webpage for same keyword and like to remove the old ranking page.
Actually this site is using duplicate content for every page, so I recommended them to use fresh content. As old page with duplicate content is already ranking because of earlier link building so I'm thinking to (301 redirection) redirect this page to new web-page.
But I want to confirm, should I use new content for old ranking page and then use 301 redirection or there is no need to use new content just use 301 redirection.