There is a version of SEO that treats a website as a machine to be gamed, and it has aged badly. The pages that get surfaced now — in search results, and increasingly inside an answer written by an assistant — are the ones that say something specific, say it early, and are structured so software can tell what they are.
That turns out to be the same list as writing well.
Answer the question in the first sentence, then qualify it. Use headings that are the questions people actually type. Publish the things competitors leave off their sites — what it costs, how long it takes, what you won’t do. A page that takes a position is quotable. A hedged page is not.
The structural half matters too, and readers never see it: marking up who you are, what you sell and where you work, so the business is stated rather than inferred from a footer.
None of it is a trick. It’s being legible on purpose.