On page search engine optimization is very critical and will help you rank higher on the search engines. This especially applies to local businesses rather than general websites. The first thing you want to do is figure out what keywords you want to rank for. You then will apply these keywords to the following areas on the website.

Meta description – The meta description is where you want to describe your product. It is a call to action. Do not stuff this area with keywords. Make sure and include your city name so your customers will know there search is relevant to their location. When creating your description try to keep it at 160 characters or less. Google will cut off anything after that.

Title – You want to keep your title simple. Again do not stuff a lot of keywords in the title. You want to have your city name followed by a variety of keywords.
Images – Title your images with relevant keywords

Header tags – Write your header tag to read as natural as possible. You will treat the header tag like you were writing a newspaper title. Try to make it a value statement that your viewers can relate to.

Page loading time – Having a website that loads slow has two disadvantages, your visitors are more likely to leave the website and it will have a negative impact on your visibility in the search results.  
 
Interlinking – You will want to make sure that you are able to get to every page on your website from at least one link elsewhere on your website. You never want to link all your website pages from the sidebar. Make sure and organize your pages and links to give it a natural flow giving your website visitors a streamlined navigation.

By following these simple rules above you will have an advantage over most of your competition.