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Adding lots of fresh content; Great content is extremely valuable.  Poor-quality content will harm your site in the Google rankings.   Average content isn't worth much. Linking Content Internally in ways that make the relationship between the content more clear; This should always be done. Creating schemas and metatags for the content. Sarah Palin would ask if you are putting lipstick on a pig.  If you have a pig then this is a waste of time.  If you have great content then it is worthwhile. My choice is add lots of fresh content but it has to be really good or you are wasting your time.