If you have two coils that are supposed to be identical, it is difficult to wind them to be exactly the same because you might miscount the number of turns.
So, you wind one of the coils with slightly too many turns and start removing turns until you get maximum output.
One refinement to this is to have a small
capacitor and put it across the coil each time you test it. If the capacitor makes the received signal worse, you can remove another turn. If it makes the signal better, you have already passed the resonance point.