My five cents:
• Train all your writers on Natural Language Processing (NLP) and check the writing to see if the key phrases are even understood and if your brand and main entities are recognized and salient (relevant).
• As a shortcut write your key statements in 4th grade reading level.
• Get your product or brand into as many comparison lists as possible.
• Get as many product or brand mentions as possible in reputable places (PR). Mentions do the trick, not necessarily links, although that does not hurt.