A website is made up of web pages, each of these pages can and should rank in the search engine results (SERPS) in their own right, and the way we make this happen is to focus each page on a keyword.

With some of the pages it will be clear witch of the keywords to use, for example if you are on the page that talks about how to value a companies share price the keywords should related to that, like “share price analysis tips”, however if the page is the contact us page it might be more useful to optimise it for something like, “contact us for share dealing advice”

Each page needs to have a unique keyword attached to it within the overall topic of the site.

Remember

Always think what will the customer be looking for?
What are the goals for the site?
Never assume the keyword research done by someone else is correct.
Treat each page as though it were a separate site.