One great way of optimizing a website heuristically is to assemble all of the content, copy, keywords, and tags in to respective groups. In the information architecture business, we call these content inventories.
Organizing content allows you to identify gaps where users need more information and easily locate areas where the data provided isn’t relevant. A content strategist can help move forward with a plan to add new content based on market research, trends, and statistics. Along with a rigid content delivery schedule, incorporating strategy into your websites architecture can increase traffic and the amount of time someone spends on your website.