Content plays the most important role to a website it is also as the most among factors involed to the websites. If you are really serious about promoting your website then consider adding as much content / articles as possible to the the websites. In the long run this would help to make work for the websites and also help in establishing authority for targeted keywords.
The content of website is important fot the search engines as they considerd your website’s importance based on tags and content in important keywords. You should make sure that all those keywords you have included in your tags and on search you wish to campare up are the text of your sites. You should make sure that keywords of your text should be more. You should make a note that the most important keywords in the beginning of the page for giving more weight.
Formatting is also an important to show the search engines that certain words are most important than others. You should bold your keywords in your text that they are important than the other words and thus the text became more relavent to them. You should make sure that add relavent content to your websites. Content can increase the keywords importance of the websites. Any keyword can be targeted in the content and it is always theme based it is written around the keywords.