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Hi there, Nope, highlighting keywords in bold does not have any direct impact on SEO. Google's spokesman (John Mueller) has said that bolding help more humans than bots a few years ago, you can check it here. If that website ranks high is because they are offering great content and experience to users and they might be getting great backlinks.  We could argue if that seems natural for a common reader (not an SEO minded like us). It might seem a little off to be highlighted just right away, but still, it is a great piece of content. My experience points out that internal linking with rich keyword focus helps Google a lot on understanding its content and on targetting a specific search phrase. Hope it helps. Best luck. Gaston