Body content simply means the words on the page, actual ASCII text readable by a search engine. This important factor is too often ignored by webmasters. Some of the most egregious examples of webmasters that miss this important factor are sites with little or no text, sites that rely on image files to display text and messages, and flash-based sites. Search engines do not read the text in pictures or effectively read the text in flash files. So, if you are describing your service in an image file, JavaScript, or a flash file, your message will not be read, and you will not rank for those terms.

A search engine needs to be able to find text on a webpage in order to make an evaluation of what your page is about. The text on your pages should meet the following rules:

A webpage should be of a reasonable length, at least 250 words. A page length of 400 or 500 words is better, but one can get by with shorter pages in some cases. In a more competitive search market, 250 words may not be enough and you'll need to increase your page length to rank effectively.

A webpage's body text should be focused—the page should speak to a narrow set of keyword phrases and not try to cover too much ground. If your webpages cover too many separate topics or keyword phrases in one page, you'll dilute the ranking power of each individual phrase and you'll rank for nothing.

You need to stay on-topic. If you are creating a page describing your expert IT services, don't fill the page up with 60 percent testimonials; those testimonials may have value to your readers—and testimonials certainly have a place and a role in creating websites where your target readers are potential customers—but testimonials will not necessarily contain the keywords for which you want to rank. So, keep your webpages' body text focused on the topic of that page.

Similarly, don't cover too many topics within your body text. For example, say you want to create an Amazon affiliate page on your website and try to rank for WordPress books, Joomla books, and books on web design. If you try to rank for all three keywords on one page, you'll have to divide your content among a discussion of these separate topics. You'll dilute your ranking power for the phrase WordPress books by repeating the terms Joomla books and books on web design within the body text of your page. The better approach is to build three separate pages, each with a focus on one related family of keywords. Conversely, if you wanted to rank for WordPress books, books on WordPress, and best WordPress books, you could create a single page to rank for all those terms because you can easily write body text which includes all those phrases. Your focused page will rank quite well.