marketing and search engine optimization
Foremost, you want to have engaging copy. If people aren't interested, they're going to click off your site. Secondly, copy should be structured in a way that search engines understand it easier and that will help you rank higher. Search Engine Optimization (SEO) is comprised of implementing page titles, heading tags, alt image tags and effective copy and media files.
Search Engine Optimization
There's a lot that goes into search optimization. Currently many people are focusing on linking strategies. Google pays a lot of attention to who is linking to you and also who you are linking to. Good quality links can move you up the chain on Google for the key words that your targeting.