The guys over at the Marketing Over Coffee podcast a few weeks ago were talking about a report released on the SEOmozBlog about how to attain the perfectly optimized Web page for optimum search engine rankings.

As more and more companies focus on SEO techniques to achieve higher search engine rankings, the report served as an exhaustive list of proven tricks, as well as a debunking of myths. (Example: the page title and keyword location are critical; the H1 tag and boldface type are not.) It’s a fascinating analysis of all the different elements that go into helping a site attain the Holy Grail of top rankings.

But perhaps the most telling revelation, and the one on which the podcasters focused was SEOmoz’s ranking of the top six most important SEO practices. The No. 1 ranked practice, not surprisingly was “accessibility” — the ability of users and search engines to crawl your site.

But coming in a close second was content — the quality of the content. When your Web content is good, it not only attracts visitors, but it incites a viral sharing of the information, which results in high link conversions — defined by SEOmoz as “the ratio of those who visit to those who link after viewing.”

It’s a reminder that companies need to place a strong emphasis on strategic, quality content that meets users’ needs and piques their interest. As the Marketing Over Coffee podcasters summarized:

All these different search engines that are now focusing on real-time and social are driven solely by whether you have something that’s worth linking to. If you don’t, no amount of tricks are going to save you. Even if the page is perfectly optimized with all the SEO tricks you could possibly imagine, if you can’t get the eyeballs to come … if it’s not a honeypot, you’re not going to get anything out of it.

Is your Web site content a honeypot? If not, consider repurposing the time and money you’re spending on search engine optimization activities and going back to the drawing board with your Web site content strategy — to deliver rich, alluring sweets for your users and naturally excellent results for your search engine rankings.