The content creation process is integral to the whole SEO process. You need to understand how to rank for your chosen keyword. Keyword research allows you to understand the searcher’s terms and intent, difficulty to rank and, volume of monthly searches. You’ll also understand the page format Google favors in its search results. You can plan how many images you might need by analyzing competitor pages and whether you need video. What paragraph structure is best. And other factors. These factors go into the creative process and result in great content.