One of the most popular recent changes Google has been the "Google Instant Preview", which directly affects the web design.
Web design language is also marked by the rankings on Google.
We must watch a lot of that content is not only quality but also appropriate keywords for which you wish to position the website. At the same time we must not fall into excessive repetition of keywords on a website, since that will be considered a negative factor for Google.
Creating content for a good web design is a complex task that takes time. Therefore always discourage the common practice of copying the same content as the company has its corporate catalogs. Be creative costs.