Without the right content on your pages, there is no way you are going to rank. However, on-page optimisation is far more complex than simply including keywords on a page.
We always start by building pages and writing content for humans, not just search engines. Then, ensure everything is covered from optimising basic on-page elements like title tags, meta descriptions, header tags, URLs, alt tags and file names, to improving page speed by compressing files, videos and images, assessing other elements like canonical tags, front-end errors, and then checking for keyword cannibalisation, duplicate content and internal links pointing to the page.
In October 2019, Google introduced a neural network-based technique for NLP (natural language processing) commonly referred to as BERT (Bidrectional Encoder Representation from Transformers) to improve the way the search engine understands the context of words in search queries. This is particularly important for longer, conversational queries, or searches where prepositions like “for” and “to” matter a lot to the overall meaning.