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Because the intention lived in whoever wrote the brief. Two years later there are four similar pages and no record of which was meant to rank, so all four are half-optimised for the same thing.
Start from clusters rather than keywords. Group queries by shared intent, then name the one page that should answer each.
A cluster with no page is a content gap. A page targeting nothing is a consolidation candidate. Two pages on one cluster is cannibalisation, and it is the most common finding on any site over two years old.
Rarely. It usually means the page should be split.
Links and content depth beat current position.
Suggested from rankings, confirmed by a person.
Half an hour with your own data usually saves reading three of these. The guides will still be here afterwards.