I personally shouldn't need a heritage option - I was a dutch citizen, still have my original papers and the citizenship was relinquished by my parents (while I was underage) since, at that time, dual citizenship was not possible. That has changed. So now a paperwork-exam-payment process for me. :) Then a paperwork process after that to claim citizenship by descent for my daughter. Not sure if she'll be allowed to have a 3rd nationality thought (she already has both Thai and Australian).
I'm off to find some content about SEO on Duck Duck Go. And yes, ultimately, organic keywords lasts, works across all platforms and is the best. I'm thinking, ultimately, there are no real short-cuts.