It is actually not that difficult to tell Google what you want certain pages to rank for. By sending consistent signals across key elements you make that page’s theme quite apparent to Google. Some of the fastest and easiest ways to action this is through architectural elements like your meta info. Your ‘page description’ is generally what Google will display in blue writing on their search engine results page [SERP]. The ‘meta description’ is the wording in black in the SERP below the title. Ensure you add your SEO keywords into these fields in the back end of your website. Note there are character count limits and tools like Yoast in WordPress will help guide you on the correct length here.
Other architectural elements to match the above are your page’s URL, your headings tags [H1, H2 etc] and even your image’s tags called the alt tag. By adding your desired SEO keywords into all of these fields you heavily increase your chances of showing for these terms.
A really great analogy of architecture and meta information is the Corn Flakes example. If you want to buy Corn Flakes you need a building with a big supermarket sign with the lights on a clear road. Once inside the supermarket you need a clear sign saying ‘breakfast cereals’. Then once in the aisle, Corn Flakes needs to be clearly visible at eye level under a working overhead light. By having all of your metas set up you are essentially having your page found like Corn Flakes is found at the local supermarket!!!
