Beyond doubt, content is king, but, ahem, he'd better be married to the queen of optimization.
You must write for the searcher; describe your produce or service as the Unique Selling Proposition it is (or at least had better be); and set things out in a logical and sensible progression. That will give you Content.
But you should also:
1. Create the right sort of metatags (which some search engines do use, despite Google's apparent practice of ignoring them).
2. Use a good Title (per an H1 tag or similar) for each of your webpages.
3. Sprinkle your text with the keywords that you expect searchers to use (and are therefore included in your metatags).
4. Incorporate links (reciprocal or not) that relate to your website (i.e. because either they're directories that list your site or they take the searcher to additional or complementary sources of information).
5. In general, employ the same designs and techniques that the present Top Ten sites for your keywords incorporate.
And this will give your Optimization.
The dust is still settling as far as we can tell regarding Google's Florida changes, but I don't think there's much doubt that success with them is increasingly going to be dependent upon both good content and a
sensible application of
SEO principles.
Duncan
PS. Allow me to say that I didn't know this before I joined WebProWorld forums, but that's what the ongoing postings have taught me!