A page of your website should be optimized for a primary keyword/key phrase, but you can use other key phrases on the site as well.

To optimize the page with the key phrase, use the phrase in a heading on the page, the page meta title, meta description and in only one image on that page as the alt="key phrase here" tag. Also have the key phrase mentioned a couple/few times through-out the page. Not too often. For this there needs to be some content on the page to mention your phrase a number of times without it looking ridiculous (spammy).

Where you have two key phrases, optimize the page for the key phrase that has more searches, based on your keyword research. You can us the secondary key phrase too, but not as much, and use it as a primary key phrase on a different page in the website.

Hope that helps.

An optimized keyword or key phrase is the one which is present in the key areas of the page, like page title, page headers, in content, links etc.

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