Your strategy will differ for every website you own or manage. What is the purpose of the website? How many pages does it have? Are you looking to sell something? ad clicks? affiliate links? professional promotion?
@SarahBoyer Content, really really good and useful content. For the last 7-10 years, all major search engines have been investing millions and billions in developing softwares that can analyse webpages like a real human user. Webpages which these softwares will find redable, having proper language, good information, those will rank.
Useful content, no needless keyword stuffing. Use the core idea of inbound marketing i.e. Problem solving. Do not sell. Do not stuff keywords. Google will take care of your ranking. Do everything by the book and you will be good to go!