From the Google point of view – the most important thing on your website is content. I definitely agree with this point.
If you start a new project or want to improve existing, you need cool content on your pages.
Cool, means cool from Google point of view and from the visitors’ point of view.
I can find what the topics in your direction are popular and what the phrases use your potential clients to find your competitors and what phrases should use your website to be number 1 in SERP.
I create my Semantic Cores in MindMap format for easier use and in Google Sheets format to give you full information about used keywords.