The content discusses the importance of keyword research in structuring a website’s content strategy and how to apply it effectively. The first step is to create a keyword map, which may be in the form of a spreadsheet, with columns for content type, page title, URL slug, and researched keywords. The focus should be on the most important keyword to rank for, with related keywords to build the content around. This helps organize and optimize the website’s content and ensures that it aligns with the keyword research. By knowing where each piece of content belongs, the website can be built based on this structure, ultimately improving its overall SEO and ranking potential.