issues
bad UX
content was really bad
poor internal linking
bad keyword distribution
bad structure
indexabilility issues
content gap
got attacked by a virus
what i did:
changed theme (old one was a shit)
collaborated with developers to remove the virus and its traces
changed url structure
built a crear internal linking
built topic clusters
used google search console api to index the changes quickly
started off page campaigns (each one had a clear objective)
solved technical issues such as 404,301, canniblization.and indexability
updated old content
created missing copies (from content gap analysis)
implemented hreflang on the website with some help from developers
built PBN
built transactional pages (units and listing pages)