It is no coincidence that Google insists on highlighting that "Content Is King". Search engines assess a properly structured content and rank it accordingly. But what does it mean properly structured ?
In addition to grammar, syntax and completeness, a text optimized for search engines (SEO) must meet a number of prerequisites. Before we even begin writing, we identify through specialized tools the keywords that we have to incorporate at the appropriate points and in the right analogy without corrupt the meaning.
The structure of the title, the subtitles, the length of the text, its enrichment with photos and multimedia containing the keywords, links and other details are also taken seriously.
Of course, there are dozens of other technical factors that play a role in ranking (meta tags, well written code, server speed, etc.), but the copy is probably the most important of all.