Has anyone noticed de-optimized sites ranking in the top 5 serps?
What I mean is that in the niche that I monitor, all of the top 5 positions are with info articles that are not optimized on page with the H tags in what used to be standard practice. The h1 hasn't changed but the use of h2 and h3 has. What I am seeing now is 1 h2 with a LSI title and maybe 1 h3 with LSI titles. Everything else is using bolds rather than an h tag.
Also Keyword density is less than 1/2 percent.
Is this significant?