I know Sins Of The Past was terrible but maybe in a better alternate universe spin on things here is how it would work out. Instead of Gwen Stacy being a good girl who comes to date Peter Parker instead she is a girl who hides a dark side and an attraction to the Green Goblin. As it turns out when she finds out that Norman Osborn and the Green Goblin are the same she confronts him and actually desires to become his consort. She then allows Norman Osborn to douse her with the Goblin Serum to become the She-Goblin and begins a life of crime with him. In this universe Gwen Stacy still lives but she is a notorious nemesis of Spider Man. In other words this world would be 616 Peter Parker's absolute nightmare.
In this universe Liz Allen and Peter Parker and Mary Jane and Harry Osborn are official couples in this universe. Also instead of Uncle Ben being the one shot instead it is Aunt May who died that night. This leaves Uncle to taking the place of Aunt May's role in the comic.
Another thing that is different is that John Jonah Jameson has nothing but praise for Spider Man and is his greatest supporter. He tries to get the Daily Bugle to have stories dedicated to Spider Man's latest exploits and is always the one to defend him if anyone accuses him of any wrong doing.