So, what do we know right now about what is REALLY important in SEO to have each page in your website fully optimized? Here they are in perceived order of importance:
1. Content that is semantically connected. - In fact, it appears that it is no longer about the density and placement of the keywords or phrases alone, but how the words and phrases on each page is connected. A page STILL needs to be about one thing, but the substantive words used on each page need to relate to each other.
Google knows what words it wants to see. Go to Google and enter your search word or phrase preceded by ~ . E.g. a search for ~stove shows the words 'stove', 'range', cooker', and 'furnace' bolded in the first 2 pages of results. Those are the words your page can contain to be considered relevant to Google.
2. Title Tags. - But be careful not to over optimize them (My, how the SEO world changes). Take the 'honest' approach. A page about gas stoves may be titled "Gas stoves and ovens for sale in Chattanooga, Tennessee"
3. URL Keywords. - Yep! But do not overdo these either. E.g. gas-stoves-ovens-chattanooga-tennessee will work
4. Internal Links. - These are great when they make sense. E.g. It makes sense to link the word 'gas' on your 'gas stove' page to another page in your website that explains why gas burns. It dosen't make sense to link the word 'refrigerator' when talking about how our gas stoves can be purchased in several colors to match your refrigerator.
5. Video. - Google still LOVES video. Create YouTube channels, add and optimize your videos, and embed those videos in your website where they are semantically connected.
6. Blog. - That means your site is still alive, and it adds more indexable content that should follow the same rules as above.
Do those 6 things and your website is well on its way to search engine ranking success.