i disagree, content is consider a king, imagine optimizing a lousy content for certain business site...yeah you can rank with your whatsoever kw if you're really good..but whats the point of ranking em if traffic and conversion cant be attain...we do SEO not just for the search engine but also to its people who read and look for more info they wanna see..if its a crappy content, a high chance of them leaving the page..