Key areas to pay attention to:
- Appropriate use of headings and subheadings, taking advantage of the relative importance of H1 vs. H2 vs. H3 etc. tags
- Text geared toward quickly answering your visitors’ questions
- On-page indicators for location-based relevance, if necessary
- Meta data regarding topics and keywords that align with the on-page text
As with most standards, those relating to SEO are fluid with each iteration of a search engine’s updates, so it’s important to pay attention to the basics. If you’re in a competitive industry, asking for help from an SEO professional will help hone your targets and goals.