In the end, good SEO is good UX. (not every slide has a picture on it)
(There's also technical stuff related to making sure search engines understand the site and some advanced stuff we can't get to, but focusing on a good user experience will get you most of the way.)
Write content that people would actually want to read
Good SEO means using good writing practices. Such as…
Use words that make sense to people. Picture from http://news.sciencemag.org/sciencenow/2008/11/05-04.html
Get to the point. Mather & Company, “Say It With A Snap! Get To The Point.,” 1925.
Be concise. Mather & Company, “Say It With A Snap! Get To The Point.,” 1925.
Keep it well organized. <h1>What this page is about</h1> <p>The most important thing on this page.</p> <h2>What this section is about</h2> <p>A concept that supports what this page is about.</p> <ul> <li>A supporting point</li> <li>Another supporting point</li> </ul>