4. In the end, good SEO is good UX. (not every slide has a picture on it)
5. (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.)
8. Use words that make sense to people. Picture from http://news.sciencemag.org/sciencenow/2008/11/05-04.html
9. Get to the point. Mather & Company, “Say It With A Snap! Get To The Point.,” 1925.
10. Be concise. Mather & Company, “Say It With A Snap! Get To The Point.,” 1925.
11. 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>