Content is the visible part of SEO, which is why it gets most of the attention. But content published on a site search engines struggle to crawl or understand rarely performs.
Check indexing first. Search Console will tell you which pages are indexed and which are excluded, and why. Pages that are not indexed cannot rank, no matter how good the writing is.
Then look at structure. Clear page hierarchy, descriptive titles, sensible internal links and one page per topic prevent your own pages from competing with each other.
Speed and mobile experience matter too, especially for local searches carried out on phones. Once the foundation is stable, content compounds instead of leaking value.