Here are three simple rules for creating great content for your website:
1. DO NOT write content for the sake of Google or the Search Engines.
In other words, do not take the keyword you want to rank for and place it 50 times on your home page in places that would not be natural Remember, links get you ranked; including the keyword a few times (or 50 times) will not.
The content on your site should be written for the end-user actually reading the copy. Google wants to rank websites that provide the best experience for the end-user. Your website copy should be focused on converting the website visitor, and providing value.