As they want their website to have a ton of words or writing because they see that it will not help in e-commerce business. They just want their website to display that they are really doing. As far as your customers would go, you want them to find and look at your website appealing.
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You want beyond doubt or a certain look and feel that will attract customers. They don't care about that even google and every search engine in the world. Showing or appearing as the most authoritative content to people on the web searching for the specific term is what they care about. For example, for us, Wikipedia is by far the ugliest website we have ever seen.