This might be a silly question to some but you'd be surprised how many people don't realize the effect that every feature, application, functionality or word has on search engine results.
For starters, the term content encompasses so much more that just the copy you see on the home page or about us page. It includes everything from what you want a visitor to learn about you to how you want them to learn it and what it takes for them to actually 'get it'.
SEO (search engine optimization) has definitely evolved over the last several years. Content used to affect SEO through the miraculous keywords that were strategically placed in just the right part of the sentence and just the right amount of times on a page. And suddenly you appeared at the top of the SERP (search engine results page). Not anymore. The point here is that, as I said before, content is so much more than just copy.
Now optimization is about meta data, link building, pay layout and design, and compelling content. As you can see from the pie graph, keywords only account for fifteen percent of what makes a page trust worthy and relevant to Google.
Your site ranks well if it's easy to use, easy to read, easy to navigate and easy to understand. In terms of content, search engines look for content that provides direct, actionable information that is relevant to a query, pleasing both the search engines and the human reader. Now this is looking at it from a very high level, but is what the content needs to accomplish.