Frequently more valuable than writing new content.
WHY
You already have pages with some traffic and some authority. Improving them is faster than starting from nothing.
FINDING CANDIDATES
Search Console: pages with impressions and few clicks, which need better titles and descriptions
Pages ranking just below the visible results, where small improvements have outsized effect Pages with declining traffic, which may have gone stale Your most-visited pages, which are worth keeping good
WHAT TO IMPROVE
The title and description, for click-through Accuracy, updating anything outdated Completeness, answering related questions the page raises Structure, adding headings and breaking up long passages Internal links to and from the page
WHAT TO REMOVE
Thin pages with no traffic and no purpose. Either improve them, merge them into something better, or remove them with a redirect.
A site with fewer, better pages frequently outperforms one with many thin ones.
MEASURING
Note the traffic before, change one thing, and check after several weeks.
