A lot of effort is required to achieve organic search visibility, search engine rankings, and web page traffic – and creating optimised content consistently is key. In essence, the deadly combo of content and SEO can drive any website to the top of the search engine result page (SERP) rankings. But, this is only possible when they both are in their best their state. Remember that if they are not at their best, they are likely to suffer Google penalties, recovering from which, is nearly impossible at times. Here, we will try to expand your understanding of content and its SEO-specific value while explaining you what is takes to develop optimised content that can help boost search engine rankings of your website. Understanding Content Actionable marketer, Heidi Cohen defines content as: “High quality, useful information that conveys a story presented in a contextually relevant manner with the goal of soliciting an emotion or engagement. Delivered live or asynchronously, content