Google’s algorithm deems quality content as one of the most important factors in determining a website's rank. Creating content that is comprehensive, relevant, and informative is key to ranking well. You want to be able to answer all of the questions that someone coming to your page for information will want to know. That being said, this information should be written in a way that is easy to navigate and understand. Including catchy headlines, keywords, and images can also improve the quality of your content in the eyes of Google’s algorithm as well.