Most web developers have been made to believe that using the bold HTML tag adds value when used in search engines. This can be no farther from the truth: they might as well use regular font styles. In most SEO services, when the objective is emphasizing text, the strong and emphasize tags are the best HTML tags to use. They tell the search engines that not only the font style is different, but that the content within the tags is important as well.
Google SEO has many components, utilizing the strong and em tags give more help in focusing the topic of each page. SEO practitioners would always use the strong or em tags to emphasize the topic used in the page title and meta description tag to help their SEO ranking efforts. In assessing the frequency of use for the strong and em html tags, care and prudence is important. Overuse will undoubtedly cause the opposite effect and consequently hurt one's SEO campaign. This guide can give any SEO a good starting point to help with the Google SEO efforts.
Some SEO companies or experts have this experience: Using the strong tag once or twice depending on the length of the copy content in each page - following the rule of using a strong tag or em tag once per every 500 words is typical. So if some pages are quite long, they can be used a couple of times.
Then the content of each tag is tied to match some title keyword that's being optimized for as well as the description tag content. Also, the power of the site's header elements shouldn't be underestimated. Some observers use the following rule when optimizing a page:
Employ one H1 tag per page, which matches keywords in the title and meta description.
As many as five H2 tags which support variations of the H1 tag can be used.
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