Start by choosing one primary keyword based on search volume and difficulty. Use tools like Ahrefs or Semrush to find what people actually search for, not what you assume they search for. A keyword with 200–800 monthly searches in Canada and a difficulty under 40 is often more valuable than a 10,000-volume term you'll never rank for. Structure the page with a clear H1 containing your keyword, then H2 subheadings that cover the aspects people want to know. Google's "People Also Ask" boxes show you exactly what to cover. Answer the core question in the first paragraph so someone skimming gets immediate value. That's also what Google pulls for featured snippets. Write 800 to 2000 words for most commercial topics. Shorter works for simple definitions, longer for competitive how-to guides or comparisons. Use your primary keyword 3–5 times naturally, including once in the first 100 words and once in a subheading. Sprinkle related terms throughout but never force awkward phrasing just to hit a keyword density number. Add concrete examples, numbers, or steps rather than vague advice. If you're writing about local SEO, mention specific tools, typical costs in CAD, or realistic timeframes. Generic fluff gets outranked by pages that actually help someone complete a task. Internal linking matters more than most people realize. Link to 2–4 related pages on your site using descriptive anchor text, not "click here." This spreads authority and keeps users on your site longer, which Google tracks as an engagement signal. At Ottawa SEO Inc., we write every page assuming the reader is skeptical and short on time. That means no intro paragraphs about "the importance of" the topic. We open with the answer, explain the mechanics, then cover exceptions or advanced considerations. The goal is someone finding the page via search can solve their problem in under three minutes. If they can't, the content failed regardless of keyword placement.