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Every audit produces more recommendations than anyone can do. Without an explicit order, work gets picked by whoever asked most recently or by what is easiest to start.
Both reliably produce a busy quarter with little to show, and neither is anybody's fault — it is the absence of an ordering rule.
Expected value: what this is worth if it works, in enquiries or revenue rather than traffic. Confidence: how sure you are, based on evidence rather than optimism. Effort: what it genuinely costs, including review and approval.
Value over effort, weighted by confidence, gives an order you can defend.
Usually page-two pages and cannibalisation. Both are cheaper than new content.
In enquiries or revenue. Traffic-based scoring prioritises popularity over usefulness.
Quarterly. Evidence changes and a stale order describes a different site.
Half an hour with your own data usually saves reading three of these. The guides will still be here afterwards.