There are a few steps in optimizing SEO content. You’ll first begin by looking at the keywords. The sweet spot is to find keywords that are within your threshold for ranking, but the competition isn’t crazy or they are ranked too low. You can utilize a number of keyword search tools to help find your threshold. You can then begin working on updating and rewriting content on your website. Again, this tells Google that you are working to keep your site updated and this means a better user experience. Be sure not to change the URL though, just update the content, the publish date, and request a re-index.