Content is king when it comes to search engine optimization. People want to see information that pertains to their questions, and the more content there is on a given page, the more likely it is to appear when a person types in a query. Not only does content increase the visibility of a website in search results, but search engines also use content to rank pages. This is how they determine how relevant a page is to a particular topic, and they analyze how the page is structured and written. The search algorithms match these words with pages. Having a website that is optimized for content starts with keyword research.