Biggest problem is needing to change page names. You may need to do this as part of your optimisation but it can lead to broken links and pages indexed twice on search engines under different names.
Needs to be done carefully and with planning. Broken links and duplications in the indexes will harm your SERPs.
This is literally an a question with no specific answer. It all depends on a lot of different factors i.e. market you are in, technology being used etc etc ...
Keeping your pages specific to a particular subject so you can optimise for certain phrases throughout a page - titles, H1 tags, alt img, metas, copy etc Writing good copy that makes sense for your site visitors as well as being optimised for the search engines Creating targeted keyword lists that give you a full spread of your terms across the site, and then using them Optimising landing pages and ending up with 250 pages on similar subjects because your copywriter is hopeless! The comment about page names is absolutely correct. If you are going to change anything like that, you should do a careful assessment of information architecture for the site and also make sure you have every single link right. Might be easier to build a whole new structure and 301 the old links to the new pages.
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