The goal is to have web pages on the top positions of search results. In order to achieve this goal you have to optimize every page. The optimization is done for particular keywords or search phrases and is divided into two categories: on-page and off-page. Off-page optimization means creating backlinks to your website. Each link will increase the reputation of your site–links (their quantity and quality) are very important for ranking in search results. But the basic element of optimization is the page itself. On-page optimization is needed to clearly describe the content of the page and to emphasize the main keyword you are optimizing for.
Optimization of any web page starts with keyword selection. You need to find search phrases that are related to the content of your website, have high search volume and low competition. In general, you should optimize each page for only one keyword. The purpose of optimization is to emphasize one particular keyword in order to tell human visitors and search engines what this page is about. But the final goal is to reach top position in search results for this keyword. On-page SEO is not a rocket science; in fact it is only an extension of optimization for normal, human visitors.
Web page SEO is done by putting the main keyword or search phrase at relevant visible and invisible (meta) page elements. The best approach is to create a nice, easily readable page where visitors will quickly find the information they are looking for. This is simply done by creating quality content that is focused around the target keyword. Quality, unique content is a prerequisite for any web optimization. Once you have the text written all you have to do is to create a page title which contains the target keyword, to add few header tags (h1, h2, h3, etc.) to label sections or paragraphs, to create right meta description which, of course, contains the keyword and finally, to check word frequency to avoid excessive use of particular word phrases.
Once the web page is optimized for normal, human visitors it will not only look clean and easy to read, but it will be automatically optimized also for search engines. This is because search engines, in particular Google, like clear pages that are informative and easy to navigate. Easy navigation can be achieved with a simple menu from which you can reach any page on the website with only one or two clicks.
The purpose of any web page optimization is simply to explain to everybody, including search engines, what the page is about.
A typical example of a simple optimized page is the https://hearingimpairedproducts.org/ website which is focused on hearing aids and hearing impaired products. The main keyword is therefore present at all important places and the page layout is kept simple for faster loading.
On-page SEO becomes very simple once you start optimizing for human visitors. Optimization for search engines is only a small extension of common activities to make the page attractive.