There are many elements on your page that factor into search rankings. Here are the most important:
High-quality content on a web page is the top determiner of a search result position. In the past, the primary focus was on keywords placed in different parts of the page. Today, relevance and semantics are key. Google’s algorithms are getting better at understanding what people are really looking for when they type a query and can show continuously more relevant search results.
From the searcher’s standpoint, good content involves expertise, authoritativeness, and trustworthiness. Your content should align with people’s search expectations and provide in-depth information that is specific, unique, relevant, and up to date. It should answer real questions that people are actually asking and it should offer solutions to real-life problems.
From the search engine’s standpoint, good content needs to be easy to crawl and navigate. If the search engine can’t tell what’s on the page, why would it choose your page as the best answer for a searcher’s needs?
Keywords are very specific words and phrases that identify the topics of web pages, but also help your content stand apart from your competition. Ideally, they should match what people type into search engines. The placement of keywords is also important because Google uses this to understand how closely connected your content is to the topic at hand.
It’s important to determine which strategic keywords you should target in your website’s content, and how to create content that helps both users and search engines. One of the first (and on-going) steps should be keyword research. This helps you understand how people are searching for the kind of content and answers you are hoping to provide.
Each page on your website can be built around one keyword. These kinds of pages are called SEO pages because each of them is optimized around a single keyword.