Search engine optimization professionals often forget the purpose of a Web site is to gain visibility and traffic by appealing to people, not search engines, according to Kevin Gibbons. To that end, he makes these suggestions: Make Web content enjoyable to read. Use short sentences. And, keep a sense of humor when writing copy for the site.
Gibbons also reminds us that while content is important, don't forget to optimize keywords, and links in and out.