Like in the title tag and meta-description, search engines analyze your content for keywords to determine relevancy. Be sure to include your keywords in the first 100 words of the article to increase its relevancy.
Search engines also crawl h- tags, or headers. Websites use these to call out important information, breaking up content into scannable chunks.The H1 tag is the title of your page and should only be used one time. H2 and H3 tags generally break up your paragraphs. Bots scan these to help them understand the information on your page.
The key to optimizing H-tags is to use the keyword as close to the beginning of the tag as possible and to prioritize your headings to help your user find the information they are seeking. Remember that search engines also rank by popularity. If you can increase the dwell time, or the average amount of time visitors spend on a page, your page’s popularity will increase.
Do that by making longer content, adding high- interest visuals, and adding videos. The more relevant information you can include to keep visitors interested, the better. Also, improve the User Experience (UX)—a user-friendly site will keep visitors interested longer.
Make the content easily scannable. Include a sitemap to outline all the pages on your site, making it easier for visitors—and search engines—to navigate. Finally, make sure your website is mobile friendly, rendering properly on any device.