They're addressing a common topic that their buyer personas might want to learn about: how their software integrates with live chat. They're directly speaking to the possible concerns of their personas. -they're mimicking the language that their buyer personas would actually use in their searches: 'Customers appreciate the speed and convenience of self-service, but when they run into difficulty it's important to allow them to seamlessly connect to you for more personalized assisted-service.' -they've created content that uses natural language and variations on the long-tail keyword, instead of using the same exact phrase over and over.