how does this page rank for its keywords?

hi experts

when I search the keyword term " are pregnancy belts safe"
this page ranks in top 3..but neither the title nor the content contains that keywords anywhere..

https://www.babygaga.com/the-pros-and-cons-of-wearing-a-belly-belt-during-pregnancy/

my question is how does a page like this rank so high..from the basics of seo we know that to rank a particular keyword..it's important to have the keyword in ur title and also in the content..this page had neither..only I guess Lsi's
anyone?

saaqib said:

it's important to have the keyword in ur title and also in the content.

Click to expand...

That's old school SEO. Ever heard of Google RankBrain?

Google now exactly know what a page is all about and ranks it based on the information given, irrespective of whether or not the specified keyword is present in the article.

saaqib said:

my question is how does a page like this rank so high..from the basics of seo we know that to rank a particular keyword..it's important to have the keyword in ur title and also in the content..this page had neither..only I guess Lsi's
anyone?

Click to expand...

Lsi could be one of them. But did you also check the anchor text/backlinks of that particular page? He/she could be ranking for that particular long tail keyword

maybe with their internal linking, they link out with the 'are pregnancy belts safe' anchor. also the rankbrain plays a role here. today, google knows the intention of the users

Rankbrain, the question is your keywords is answered by the title of the article.