This specifically means that the content on the website should be aimed at a specific group of people and communicate the needs, challenges and problems they face. Without targeted content, you’re addressing randomly selected people, and that doesn’t yield results. Targeted content will attract real visitors who are already interested in what you have to offer.

The content you provide must also be original, interesting and useful. Search engines are very trained in recognizing quality content and a long time ago we were able to fool them with a few backlinks and superoptimized texts.