You may have noticed we covered three other elements before even discussing content...
Content comprises many elements, text, images, headers and each of these elements themselves can be manipulated in many different ways to optimise your web page in question.
Content should contain the keywords you chose. These keywords should appear frequently but not too frequently, this is referred to as Keyword saturation. They should also be emphasised in some way; as a header, bold, italicised maybe or even a different colour. How much importance you place on these words on your site reflects how much importance the search engine in-turn places on these words. Paragraphs should be clearly tagged also, something as simple as a closing paragraph tag can actually help a search engine decipher and cache your page.
IMPORTANT! : Pages without text like splash pages, graphics-only pages and flash pages cannot be indexed very well by search engine spiders. Although there are several workarounds for Flash and graphics-only pages, the best way is to add content to the page. Do this by placing a title (between heading tags) followed by keyword rich text (your description) just after your Body Tag.