Ranking on SERPs: 5 On-Page SEO Strategies That Win

When determining whether a page matches a user's search intent, search engines look at keywords and other on-page SEO elements. If the page is relevant and useful, the search engine then shows it to the user.

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https://www.bettergraph.com/blog/ranking-on-serps-5-on-page-seo-strategies-that-win/