In search engine terms ‘content is king’ and content for search engine spiders and crawlers is text. In Google’s webmaster help pages the following points are made in the content guidelines section.

• Create a useful, information-rich site, and write pages that clearly and accurately describe your content.

– Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.
– Try to use text instead of images to display important names, content, or links. The Google crawler doesn’t recognize text contained in images.

Again these points come around to fact that content on pages should include keywords and phrases that the page is targeted towards.

An important point to remember is that content should be written for two audiences – but in this order:

1. The human audience
2. Search engine crawlers

This is why they state above that you should include words users would type to find your pages – this is the keywords we have targeted and that we know are popular terms from our research undertaken in the ‘keywords’ task.