Firstly, define good content. "Good content" in terms of reams of informative, yet untargeted copy? Whether that content is structured, applied, and distributed in a way that SE's enjoy reading it is the question. Keeping it user friendly is the key.
Correctly formatting the same content results in a vast difference in the keyword targetting of your site. Afterall, what use is an indexed site that has no relevance to anything?
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good semantic coding, well chosen metatags, title tag, headings and file names for other objects.
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Abso-diddly-utely
Implement these elements tastefully, as it's very easy to get carried away and overcook this.
This ofcourse is the onpage optimization. Offpage optimization is a whole other book. Let me know if you want me to point you in the direction of some resources on this herz.