There are more than 200 factors commonly considered important to rank well in searches. Most don’t matter at all. Some never did and some which did matter are now . The great volume of advice you will encounter on this subject is mostly just noise. It’s useless.
An example and frequent focus of optimization is key word density. It seems to make sense that if your content includes words people search for, your site or page will rank well. It also makes sense that search engines are sensitive to being manipulated and will penalize pages which over use such words. However much this used to be true, it is now basically irrelevant. Page categorization and ranking is far beyond this kind of simplistic thinking now. If you engage in it, you are more likely to reduce ranking than increase it.
The basics are what decide whether a site or page ranks well. If the content is what people want to hear about, it will rank well. At the same time, some technical mistakes can cause problems. Optimization plugins or evaluators can be useful locating problems and fixing them. A broken URL or stray noindex tag can make a page invisible. Plugins can also do things like generating a site index and creating meta tags. This sort of optimization is valuable.
Make sure every page is indexable, fast, and works on mobile. Write a clear title and opening for each page that matches what a searcher actually wants. Set up the Google Business Profile properly. Past that point, extra SEO effort usually gives sharply diminishing returns. Write good content and make one good pass at it with a plugin or evaluator. Content worth linking to or citing beats any amount of tweaking.
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