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In my experience, for non gated content, going back to the basics works best.
Brainstorm all the keywords you want to target. Use tools to figure out how easy/difficult it is to rank for them. Place them strategically.
Making your content concise but highly relevant works best. Try building quality backlinks and don't forget the internal links.
Study semantic SEO and learn how it works.
Hope you found the answer useful. If you have something to discuss, feel free to talk!