Most sites do not need a rebuild to rank better. They need a few careful fixes to pages that already have the right topic and a little authority. Start with the pages that sit between positions four and fifteen: small changes there pay back fastest.

Begin with the title and the first heading. Say what the page is about in plain words, put the main phrase near the front and keep the title short enough to read in a results page. Then check that every important page is linked from at least three others, using anchor text that describes the destination.