Looking for some advice: Let`s say you take over a niche review website that has been left alone for a few years, but is actually ranking close to page one for a few decent keywords.
What strategy do you use to improve the site and give it a boost?
The site badly needs a re-design, so I`m thinking to do that first. But how do I approach the pages that are close page 1 on SERPs? Completely re-write them? Change them a little at a time? Make related blog posts linking to those pages?
I`m thinking to develop this as a bit of a case study. I don`t really care if the site never turns a profit, although that would be nice, of course.