content is the key (also very good keyword research included in content - long tails are amazing)
For example - benchmark yoursefl against your competitor and try to include longtail words that they do not include.
Voila ! For example, site casino guru's guide to playing casino games content = benchmarked content, made better, language less formal, providing people with good info they actually searched for, internal linking very well done, easier for people to search between articles.
It doesnt matter whether its covid or no covid season, content should be the priority all the time. 🙂 thats why I always recommend to improve content first.