Content is King

Too many website administrators/project managers/whoever is responsible for a webshop and/or an informational site, forget to optimize the content of the site before moving on to online marketing e.g. PPC.
Many believe that as long as you throw a lot of money at online ads and organic optimization, they will quickly be giving the top results with sales to follow. But truth is, that top results are a mix of all services combined.

Its pure logic.. If you have a car you built from scratch, you have thrown a lot of money at it, and its exterior is b-e-a-utifull. But when you enter the car, it smells and looks like s***. Thats the same with websites/webshops. If you point thousands of consumers to your site everyday talking about how good your site is (online marketing), but what they get when they enter, isnt nearly what you said it was - then you are doing it wrong.

Content is STILL king, make good content and focus on UX and THEN give it your all on online marketing. An example I like to give is https://ingarden.dk/ .. Good content meeting the needs of the customers.