The most aesthetically pleasing website is useless when nobody is viewing it. Of course you want a site that catches the reader’s attention, but you must not neglect content—meaning, the actual words that appear on your page. These series of words and sentences are what the search engine reads when they stop by for a visit. Unfortunately, search engine robots are not impressed by fancy flash graphics of zoo animals. But, what does impress them, is original grammatically correct content relevant to your site. They should read and record text about pandas, giraffes, kangaroos, and repeated mentions of zoo—including your geographic region. This will improve your rankings when people are searching for zoos in your area.