Assign one owner to each intent
The homepage, service pages and guides should have distinct jobs so several pages do not compete with near-identical language.
Make important content part of the experience
Headings, explanations, evidence and links should help the reader. Search copy should not be hidden in awkward blocks below the real design.
Treat rankings as an outcome, not a deliverable
Technical work removes barriers. Competition, relevance, authority and continued useful content still influence search performance.