You can see that they have their primary long-tail keyword in the page title, URL, and body, and though you can't see it, behind the image in the alt-text. -are they linking to other sources? They are- both internal and external sources, in fact. And their hyperlinked text that contains relevant keywords that they'd like to rank for. -are they offering a good user experience? Their website is intuitive and easy to browse - the navigation is clear. And they're providing clear next steps, providing visitors a free account, which will help to convert those visitors into leads, and logging in, which will help their customers get to where they need to be.