In order to build a buffer of positive material in high search ranking, you need well written, and very importantly, unique content (never copy and paste or ruse content).
“No matter how stellar the design, no website is complete without great copy. From headlines and captions to text in meta data fields, copy is what will convert a visitor into a customer. Here are some ways to write effective copy without pulling out your hair in the process.”
Above excerpt is from the must read “How to Write Killer Copy for Your Website” by Carrie Cousins