asserts: If a relevant query is already present in headings, refresh the page with better headings, formatting, bullet points/tables, facts/statistics, and possibly current-year title updates; avoid changing the URL.
If you have a website that's at least a year old and you have over 100 pages, you are almost certainly sitting on an SEO goldmine. Anytime we start doing SEO for a website like this, the first thing we do is go into Google Search Console. This is a free too...
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