2. Create a "theme" for each page that is based on a key word or phrase

The key word or phrase should be used as much as possible within the page. But (and it's a big but), make sure you don't overdo it. The best way to judge this is to make sure that the page is in good English and makes sense to your visitors, i.e. it doesn't jump out at you and say "I'm an SEO page".

The key word or phrase should also be used in the page title and meta tags. You may also benefit from using the key word as the filename for the page. Separate words in the filename with a hyphen.