Search engines place a great deal of weight on the on page content when it comes to websites (or any content online, such as articles or blog posts). This is easy to accept when you consider that the bulk of the on page content is what defines a site. The search engine performs a fairly detailed analysis of every page they crawl in order to determine the relevance to a particular subject. This is why there is such a strong emphasis in regard to on-page content when you start talking about organic search engine optimization.
When a search engine program indexes your site, it uses an algorithm that ranks the pages by creating a map of all of the content and some other information. When a search query is entered into the search box, it compares the map to the query for compatibility, and ranks the page accordingly. The maps of the websites are called semantic maps and their main job is to provide information about how your content relates to any search question and how it matches.
Businesses would do well to consider the importance of refining their content specifically for the user. When you write authoritative content that is well written and targets the proper audience then relevancy and rank will come naturally (organically). The result is a higher placement for that particular topic when search queries are performed.
If there is no semantic match of the content on a web page to the query that is entered, then the page has a lower possibility of appearing for the intended audience. With this in mind, the content and the words you place on a page, and the overall theme of that page, play a huge role in how your content (and your website) appears in the search results.
When the search engines verify the query against its index, any duplicate content will be immediately dismissed, which can be a problem on pages where you are simply trying to describe the same kinds of products, but you have to make sure that each page is unique, or else half of your website might be marked as duplicate content and removed from the results pages.
Organic search engine optimization is not easy, and it takes a certain measure of skill to avoid writing specifically for the search engines. You must put a great deal of emphasis on putting out content that is designed and written for a human audience. When the content is produced properly, you will rarely have to lace the content with keywords in order to gain exposure among the search results – it will come naturally over time.
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