Focus on uniquely valuable content
Although the focus of on-page SEO is choosing the right keywords, knowing where to place them throughout the content on a site, and at what density, there is more to it.
Search engines, like Google, want to return the most relevant, helpful, and valuable content possible whenever someone enters a query. In order to do that, they look at things like the quality of the content on a page. It is important for the content on the page to be unique and valuable, in addition to including relevant keywords.
In order for the content on the page to be unique, it cannot appear anywhere else on the web. If content is copied and pasted from one web page to the next, it will be punished by Google’s algorithm, and it may not show up on search results pages at all.
In order for the content on the page to be valuable, it has to include information that is useful to the reader. When people searching a keyword or phrase land on the page, it should provide the best information in relation to that keyword on the web.
Not only will creating uniquely valuable content boost on-page SEO by getting the attention of Google’s algorithm, it will also create excitement among the people who visit the page, boosting off-page SEO as well.