Titles & Subtitles
It is very important to carefully consider your titles when constructing your page. That is because the search function is mainly based on the words it can find in the titles.
Subtitles
When writing down all of your information, also make sure to use subtitles within your page (like the word 'subtitles' above). They help structure a text and make it more readable for the visitor.
If you get the feeling you are using a lot of subtitles, it may be a good idea to rethink the structure of your text. Maybe it makes more sense to divide the information up into two menus, instead of using a lot of subtitles on one page. Or maybe you can use an accordion instead of subtitles.
In general, always try to make the information as readable as possible.