It involves improving your website's URL and internal linking structure, along with developing web page titles, headings and tags. (entrepreneur.com)
This includes the effective use of an optimized page structure, optimized page titles, effective use of keyword strategy (don't go after too aggressive of keywords to quickly). (dynamicpagesolutions.com)
Use page titles and make them unique and descriptive; it helps search engines understand what you're about. (slaw.ca)