You have to avoid negative on page Seo techniques like avoid Using "hidden" or invisible text on your page for the purpose of higher search engine placement. For example the words/text for search phrase "Widget" in the html, the font color has been set to White. The background of the page is also white. Therefore the textual content is actually there, however the words are "hidden" from the surfer. This is frowned upon by search engines and frequently results in your site being penalized.

Meta tags, meta description, content optimization is very important part of on page in seo

3 important factor of on-page seo
Meta Title
Meta Keywords
Meta Description

Title and description is very important thing to keep your keywords over website..