Article receiving "LOTS" of traffic - Great SE position - but it's rubbish

I have an article that is receiving a lot of traffic each day - it's on 1st page of Google for a very competitive search term- but the problem is it's rubbish, and when people visit the page they only stay for an average of 28 seconds.

Can i change the article - add to it - and improve the damn thing - or will this damage the SE position?
I want people to see quality content and this article was merely put up as site seeding content and really isn't good enough.

Thanks for any advice.

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