Help the right people find it.
Think about the questions people bring to search, then make the answer understandable and easy to navigate. Useful structure and accurate information are a better starting point than a promise of a particular ranking.
Look at the whole journey
Review the page title, the opening answer and the links that help a reader continue. When you measure performance, distinguish visibility from qualified visits and meaningful actions.
A useful starting point
Write a short note describing your situation, the question you are trying to answer and the evidence you have. Keep it specific enough that someone else can understand the decision without guessing.