For full disclosure, this is a do as I say rather than a do as I do. Find a keyword tool. There are many, just Google. Using terms from your website’s particular niche search for a keyword (which will probably actually be several words, going forward the term keyword will be used to represent a word or phrase) based on internet user searches. You want to find a keyword that will be popular enough so that you will get hits but not so popular that you can never rank highly. For example, my wife performs Jewish music. “Music” would be too broad a keyword. On the other hand, she can rank #1 on Google for “Reform Jewish guitar music performer in the Northeast” but who is going to ever search for that.
Once you have found your keyword, you then need to optimize your page for it. Repeating it is helpful but don’t overdo it. Google might not like it if your page is just a list of keywords (keyword density, keyword stuffing). Remember, your customers are people not search engine robots so your text still needs to sound natural and flow to sell. Places where you can put your keyword is in the domain name, title, other meta tags in the head of the page, alt text descriptions, body text. In general, the earlier the keyword appears, the better. You can not use spaces in the domain name but you can use dashes to separate words. If you are able to control the link text (the text people can read and click on) on other sites to reach your site, this can be very helpful. Ideally, each page of your website should be optimized for a different keyword.