There are a lot of variables that go along with
SEO. Your page titles, headlines, alt tags, and keywords/keyword phrases, must all be correctly optimized. You also rank higher with relevant incoming links so it's always good to have a backlink strategy. It's not enough to just have meta tags. The search engines rank each page individually not just the domain.
As for keywords, I usually focus on optimizing the key phrases of my services. For example, when I offered web design I optimized the page for "small business website design" as the competition wasn't as heavy but still a nice flow of traffic. I also optimized for "virtual assistant for coaches." I even bought that domain name and pointed it to that particular page just to get that extra edge.
Just some ideas - good luck!