When you write the content for your website, think about what you yourself would want to find if you searched for the same thing. After all, it is the number of visitors that is most important in the eyes of search engines. Therefore, write to give visitors the best possible experience and as rich, but relative, information as you can. Give them answers to what they are looking for.
Choose a main keyword for each page, and write the text around it. Merge the keyword into the text 3-4 times,, according to the length of the text, so that there is a red thread through the page. This is not always as easy as it sounds, but do the best you can. So, if you make a page called BAKE BREAD, the words BAKE BREAD should be repeated periodically in the text. But no more than 4-5 times.
Divide the text into paragraphs and do not leave each paragraph longer than 4 - 5 sentences. We read differently online than we do otherwise, and a neat clear text makes it easier to read. Use lists where you can.
Avoid using the same text on multiple pages. Make each page unique.
Most websites have copyright on their content, so avoid copying text, images or other content from other websites. If so, rewrite it into your own words. or post reference to where you found the text.
A lot of text is good, so give as much information on the topic as you can, but make sure it's relevant to what the page is about. If someone has searched the web for bread baking, they don't want to read a lot about dinner recipes, so give them what they're looking for when they find your page. A lot of text also gives Google more words to pick up your website on, and according to Google itself, the content of the website is what matters most.
“Creating content that people find compelling and useful is likely to affect your site's presence in search results more than any of the other suggestions in this guide. While “compelling and useful content” can mean different things to different people, content like this usually shares some common characteristics, such as:
The text is easy to read and well organized: Write content naturally and make sure the content is well-written, easy to follow and free from spelling and grammatical errors. Break up long content into paragraphs and sections, and provide headings to help users navigate your pages.
The content is unique: when writing new content, do not copy someone else's content in part or in full: create the content yourself based on what you know about the topic. Don't just rehash what others have already published.
Content is up to date: Check in on previously published content and update it as needed, or delete it if it is no longer relevant.
Content is useful, reliable and people first: Be sure you write content that readers will find useful and trustworthy. For example, providing expert or experienced sources can help people understand the expertise of the articles.”
Ref: https://developers.google.com/search/docs/fundamentals/seo-starter-guide#promoting