SEO is more than all the great code that goes on behind the scenes. The visible content on your site is just as important. This consists of placing your most important keywords within the content elements of your actual pages. These on-page elements include Headlines, Sub-headlines, Body Content, Image Tags, and Links. Often times on-page SEO is referred to as “keyword density.”

Here are some tips for writing good content.
It’s very common that businesses will do too little on-page optimisation or too much (keyword stuffing). While it’s important to include your keyword as many times as necessary within a page, you don't want to go overboard with it either. For on-page SEO done right:

• Pick a primary keyword for each page and focus on optimising that page for that word. If you oversaturate a page with too many keywords on one page, the page will lose its importance and authority because search engines won’t have a clear idea of what the page is about. This is very common on homepages in particular, where too many keywords are used.
• Place your primary keywords in your headline and sub-headline. These areas of content have greater weight to search engines.
• Include the keywords in the body content but don't use them out of context, make sure they are relevant with the rest of your content.
• Include keywords in the file name of images (e.g. mykeyword.jpg) or use them in the ALT tag
• Include the keywords in the page URL and keep the URL clean.
• And lastly, write for humans first, search engines second. Always prepare your content for your audience and then look to optimise it for search. Content written in the other order won’t read naturally and you’re visitors will recognise it.