We have seen several industries’ website with https still having first page ranking, most likely it is due to less competition, domain authority and backlinks factors.
Google mission statement: Our mission is to organise the world’s information and make it universally accessible and useful.
Search intent is the purpose of an online search (search query). Google aims to provide users with the most relevant result for their query. Therefore, your website should be able help Google to find your content and rank it – Starter Guide for Beginners.
If your blog for company, make sure it is all about your buyer persona, not you, not your company. Fresh and relevant content to specific audience, content style, content format and content types are those factors are important in terms of seo ranking.
Part of the SEO process is using keywords (key-phrases). By knowing the search intent of the keywords and/or understanding the search terms from your pay-per-click campaigns (and conversions), you will know what keywords to be targeted.
In addition, keyword density and distribution in the page title, URL, heading tags, meta title, meta description, image alternative tags and etc are still matters! For competitive industries, you should focus on the long-tail keywords.
As of how to distribute the keywords, Yoast SEO is recommended. Premium version has more features, such as targeting multiples keywords in one page. Having SEO software doesn’t guarantee ranking, instead it is useful tool for you to know where to optimize the content and keywords.
Google wants to rank content (website) that offers search users a positive experience. As simple as that. Therefore, you should create easy-to-read content, unique page titles, relevant and useful content, fulfill search intent, well organized navigation & breadcrumb and etc.
For example, don’t use default or vague titles like “Untitled” , “uncategorized” or “New Page 1”. It doesn’t tell anything to neither the crawl bots, nor the users.
Google wants to rank web-pages that not only have the quality content, but also those pages from authoritative sources. This is clearly mentioned in the Search Engine Optimization Start Guide – Google.