Using meta tags and different keywords on every page is crucial. The previous post is a good guideline. I’ll add that you want humans to click on your links though, not robots.
What I mean by this is that you want your description / title to be smooth. When I type something in google and the title is, for example, “Final Fantasy 13 Final Fantasy XIII FF13 FFXIII” or titles like that, filled with keywords, people tend to discard the website as you being a marketer.