Focus on Your Meta Data Too
Your content on your site should have title tags and meta descriptions.
Meta keywords are pretty much ignored by search engines nowadays, but if you still use them, make sure it talks specifically to that page and that it is also formatted correctly.
Your meta description should be unique and also speak to that specific page. Duplicate meta descriptions from page to page will not get you anywhere.
Title tags should also be unique! Think your title as a 4-8 word ad, so do your best to entice the reader so they want to click and read more.