This document provides tips for optimizing a website's structure and content for search engines. It discusses creating a site hierarchy with the homepage at the top and additional pages one or two clicks below. Content clusters and hub pages are recommended to group related pages and move them higher in the site structure. Deep linking individual important pages directly from the homepage can also boost their ranking. Maintaining the structure over time and using semantic outlines, keyword rich URLs, and link text are advised. Trust factors that search engines consider like site reputation and longevity are also outlined.