Regarding content - Its true, more relevant content is ideal, and should positively effect your site's ranking. However, it needs to be original content, it needs to be frequently updated content, and it needs to be well organized. The search engines want to know what content you have on your site, and much in the same way a user finds content, search engines choose the path of least resistance.

When content is well organized and well thought out, search engines can supply your direct results to people who search for it. Therefore, content is king. But content needs to be presented in the proper manner, both aesthetically and functionally. A website should not read like newspaper or magazine, but rather like a billboard. Once the user has opted into reading more, and taken the initiative to research content-heavy pages, developers can deliver a more copy-intensive experience. 

Don't simplly dump as much copy as you can onto a page. Format the text and break it down into digestible chunks, where potential clients can skim for the information they need, without sifting through loads and loads of irrelevant copy. Bullet points, brief descriptions with "read more" links, accordion layouts, and proper pagination are all ways we organize content for the reader. Remember, when trying to realy your message on your web site, you are speaking to a wide range of users, with a wide range of educational, social and technological experiences. Everyone absorbs information in their own unique way, and it is up to you, the content developer, to help reach each and every one of them.