Onsite SEO:
Google likes an organised page and the best way to “organise” any web page is to use the tools that come with the HTML standard.
This means simply using the H1 tag for the key phrase you are optimizing for and use the h2 to h4 tags to emphasize the semantic keywords that go along with the main key phrase.
To give an example the main key phrase might be:
SEO Advice
Notice that this is in H1 and is followed now by natural text about whatever I am writing about (in this case it is search engine optimization):
Search Engine Optimization
Now you will note that to help support my main key phrase I am now adding a semantic (on topic) sub head in a h2 tag which helps in Google ranking the page well because it is natural and fits with what the subject of this post is.
I might then go on to talk about the next supporting phrase for our SEO posting:
On Page Optimization
which I have put as an H3 tag to give it emphasis.
There is a difference between on page and off page optimization to help your page appear higher in the SERPS (search engine results pages).
Notice that the whole of this reads naturally to the human eye, is informative, unique and very much about the subject… In short this is very good Google food and would rank well if supported by a much more important topic that of: