Best use of time for optimizing 4-year old site?

[avalon37]

My site is 4 years old, has excellent long tail rankings, not a lot of inbound links compared to competitors.

I've been focusing in the last year mostly on adding reviews data to pages which enhances keyword density, but the more I read it appears this is not my best use of time. Getting more links is extremely hard and it's not really the type of site that has unique content that others' would want to link to. That being the case, what should I be doing? Working on natural language URL's (keywords in the actuals link name)? Work on better interlinking between pages?

Looking for advice.

Thanks

[tedster]

Sounds like you really do need more links.

it's not really the type of site that has unique content that others' would want to link to

How about brainstorming on the type of related content that might get backlinks, and then create it. You could study the backlink profiles for sites that do rank on those shorter query terms where you would like to appear. After you've got the content, then publicize it through networking of any kind you can come up with. Just let your market know it's available.

Bottom line for me in this kind of "linkbait" brainstorm is this - if no one would link to the site, why would someone want to visit the site? So I assume someone would want to link - then I create artificial personas of the type of people who would want to visit and/or link, and generate content for them.