Below are some SEO friendly ways to target a specific “theme” or keyword on important pages of your site for SEO purposes:
Write compelling content: The foundation of your website is to present content that is well written, has a specific purpose (am I selling something, presenting information etc.?)
Once the specific content goals of your website are established, write down the theme for all of your important pages and try to narrow the theme down into a two to five word keyphrase.
Take the list of keyphrases for all of your pages and perform the ever-important keyword research. Free tools such as the Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal and paid tools, such as Wordtracker are very effective for researching things like search volumes and KEI (Keyword Effectiveness Index).
Once a keyword decision has been made, incorporate those words on pages of your site in an SEO and user-friendly way; the chosen keyphrase for your pages should be incorporated into the meta tags in the section of your site.
The title meta tag should contain the keyphrase for the page as close to the beginning of the tag as possible, as this piece of meta data is weighted the highest by the search engines.
The descriptions meta tags should contain, essentially, descriptive and compelling ad copy incorporating the primary keyphrase in a natural way; the better and more unique your descriptions are, the greater the probability that data from the descriptions will show up in the search results as the “snippet” of information below the title tag for the page.
The keywords meta data is now ignored by Google and Bing, so no need to over-think this one, but at least include the keyphrase for the page as keywords could be used again down the road to assign relevancy for a web page.