Using bold or <strong> for rankings is one of the best-known secrets when it comes to on-page tips and tricks in 2022.

Google even confirmed it last year:

"So usually we do try to understand what the content is about on a web page, and we look at different things to try to figure out what is actually being emphasized here, and that includes things like headings on a page.

But it also includes things like what is actually bolded or emphasized within the text on the page. So to some extent that does have a little bit of extra value there, in that it’s a clear sign that actually you think this page or this paragraph is about this topic here.

And usually, that aligns with what we think the page is about anyway, so it doesn’t change that much."

The problem is most people don't know how to use it so they get too nervous to try it out. So here's my simple formula for you to test out that I've been having a lot of success with.

Introduction:

Bold the middle paragraph or last paragraph. Ideally, choose the one with the most useful information in e.g. entities, topics, facts.

Other sections:

• Sometimes first or last sentence
• Sometimes middle paragraph
• Sometimes first or last paragraph

If that doesn't seem too concrete, it's because it isn't. The most powerful tool you have for rankings is still your brain.

As Google confirmed, you need to use it on important sections. You also need to consider the visual impact on your article.

Speaking of user engagement...

I've seen a much-improved avg. time on page metric from implementing bold sentences and paragraphs instead of words.

So that's another way it can improve rankings.

Like almost anything when it comes to on-page you need some kind of standard operating procedure to follow. So use this formula as a starting point, but ultimately pick your paragraphs and sentences based on what is important to the topic you're covering.

My new 80/20 On-Page Optimization Course will be out this Friday as part of the Optimizers Club Membership where I'll be covering this as well as how to use italics, build topic maps, do keyword optimization and a lot more. That and all my other courses for $47/mo, so I'd recommend checking it out if you're not a member already.

Stay tuned for next week's email.

- Daniel