The content on your page is often the most important and most overlooked area of Search Engine Optimisation. It is pointless spending time and effort on building a website that visitors do not find interesting, or which is too image based so that the search engine spiders/robots cannot read to appropriate a ranking by. After all the effort you put in to getting someone to click on your link, make sure you have something relevant to offer them. Good copy should be well written, easy to read, informative and relevant. There should be little or no duplication, with each page having its own unique content. Whilst your text should include keywords and phrases, it must read fluently and be relevant to your aims.