Analyse competitors (in incognito mode).
How many times do exact key phrase appear in top ranked pages? Example: “how to use clover shampoo”.
How many times do modified key phrase appear? Examples: Example: “way of useing clover shampoo”.
How are keywords used in title, description, h?
How are keywords used in the url?
Does domain name contain a keyword? You can not change that of an existing web site, but it is also a factor (though nowadays a minor one).
The text of the article shoul be written in natural language. It should not be overenthusiastically crowded with keywords.
Text should be unique.
Text should be easy to read (well structured, good wording etc.).