These days, the search engines are sophisticated enough to know whether or not the content is valuable to users. The website with the most links, as well as the most valuable links, wins a higher “rank” in popularity. Be thorough, be complete. Duplicate content is your website’s worst enemy. Google is very serious about penalizing websites with duplicate content, descriptions or titles. Everyone is familiar with the expression “content is king.” Without rich content, you will find it difficult to achieve good rankings with specific keywords and to direct traffic to your website.