The most common example of on-page SEO is optimizing a piece of content to a specific keyword. For example, if you’re publishing a blog post about making your own ice cream, your keyword might be “homemade ice cream.” You’d include that keyword in your post’s title, slug, meta description, headers, and body.
Source: https://support.google.com/business/thread/307607408?hl=id&sjid=9962096443544012782-AP