Page Title & Meta Description
The title tag and meta description of a web page are important for SEO rankings. It should include your primary keyword(s) to assist Google in recognizing the semantic meaning of your page. Use a variation of your keywords rather than just keyword stuffing (old school SEO). It is best to use synonyms, word variations, and to rearrange the words within a keyword phrase.
Google recognizes (and rewards) web pages that are well-structured. The use of headings helps in the organization of content on a page. Major topics, like a term paper outline, have larger headers. In terms of SEO, these would be H1 and H2 heading tags that identify larger ideas.
On Page Content
The content (text) of a web page is critical to its potential ranking. As previously stated, Google tracks visitor usage metrics such as time on page and bounce rate. If your professional SEO services company simply optimizes titles, meta descriptions, and headings to improve rankings, the results may be short-lived.
The on-page content must be relevant to the visitor. It is boring, for example, to simply list services. When the benefits or value of those services to the potential customer are included, the page becomes more relevant to the visitor. When a page is concise, has an appealing layout, and incorporates rich-media (videos, graphics, etc.) to increase visitor engagement, then ranking improvement has can deliver great and long lasting results.