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Want to be at the top of Google's Search Engine Result Pages (SERPs)?

Congratulations.  You just joined the ranks of every other business with a website, so if you're serious you need to have a competitive edge.  And that means having a content focused website but even more so now that means clear, efficient, and direct content.

Copywriters in the 1960s used to say that copy needed to be like a lady’s skirt: long enough to cover the essentials and short enough to be interesting. But as my brother Jeffrey recently observed, “The skirt seems to be getting shorter and shorter.” AdWords, Twitter (microblogging), social media, text messaging, Google’s seeming preference for pages 500 words or less and the continual assault of data on our senses is raising the bar.

Exclusive: Writing Better Copy for the Web 2.0 Landscape from Website Magazine.

If you're not playing by these rules Google sets then don't expect their attention.  You've got to be in it to win it.