Why do SEO's keep preaching that if you want rankings on Google you have to have good content? Well in my opinion, its becoming one of the single best ways to be found on Google. It should be first on any good SEO or Search Engine Marketers list of onsite optimization.
Obviously, you have to research out the keywords, and do a complete analysis of words to go after, but once you have the right words ... start creating the content based on those words. I am amazed more and more, as of late when this is done correctly.
For example, a site that I have been working on content and keywords for the last month (only working on the onsite optimization) can already be found on MSN, Yahoo! and Google in the top 3 results for some pretty big keywords. I have not done any link building or offsite optimization yet. The site just has really good content that is original and based on the keywords we researched out.
Its not rocket science, but when most people focus on link building, and offsite optimization first they lose track of one of the most important key factors in getting rankings...content! Work on unique good content, and your onsite optimization efforts will be rewarded!