Emphasize the keyword you want to rank for on SE.
Like for example, if you want your site to be discovered on web using the word "website development" then make sure this keyword can be found on the title and description of your meta data. Make sure that the keyword is written on your site content, in a way that it does't looked like it is all overly on the site.
And when doing a link building make sure to use the keyword as an anchor text, but most especially backlink only on those sites that are relevant to your niche.