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Content is anything that adds value to your time BTW - it could be anything from Articles, Videos and Podcats to VBlogs, newsletters, GIFS's, well, it could be anything, neatly presented the better.
With 40000 searches per every second, Google is inarguably nose and planets ahead of any competition - every single website in most parts of the world wants to impress Google. Why?
Because the smarter you appear to Google, the higher it will rank you, the higher your website ranks, more the chances of making a right pitch with the users and the world at large.
There is a mechanism that is radically intuitive with Google that crawls through the web every single day called the 'Google Bots' - It recognizes every bit of information on the world wide web, every single day. Yes, reads + understands + analyses + indexes the whole web.
So, in this context it is all the more vital for all websites to understand the keywords that would make their marketing and branding aims achievable. So higher the volume of fresh content with a nice mix of 'impact kewords', the website is sure to make an impression with google or any search engine for that matter.
Linking keywords in the content within the site or outside of it only increases the validity of content - google will now understand there is some genuine content here and it is its moral duty to rank it higher.
Of course writing effective content is only a part of the bigger strategy. Site architecture, freshness of content and other search sensitive practices go a long way in rising up the ladder of google rankings.
And when one rises all the way up, its a great feel, just like how the toughest treks show the most wonderful views.