For me, the best ROI has come from improving pages that are already getting some impressions but aren't performing as well as they could. Small changes to search intent, content structure, and internal links can sometimes move an existing page faster than starting from scratch.
Old HTTP URLs, www/non-www versions, redirect chains and forgotten old domains can sit there for years. Fixing that stuff is boring, but it can be a much better use of a few hours than publishing another batch of content.
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