I'm going to give you some quick advices:

in page optimization is important, use well your url and your h1 tag. Other than that, what really is important is the number and quality of links that you get from other websites, and the anchor text they use.

So for example if you want to rank for "web development", you need to get a lot of organic links from people with the text "web development".

Of course there are many other factors, but this is the essential.