The document discusses optimizing a website for search engines by focusing on content, structure, and affiliations. It mentions ensuring clear URLs, proper HTML/CSS/JS structure, and relevant meta tags, as well as affiliations like Google Places and community involvement. Paul Butler recommends setting targets for key performance indicators and using tools like Google Analytics, bit.ly, and Twapperkeeper.

4. content
frequency
density
relevancy
protocol
clear URLS
html/css/js structure
meta
affiliations
google places
community

7. clean URLS
code vs. content
meta tags

8. Paul Butler

9. Plenty of social plugins for Wordpress
AddThis, Disqus, TweetMeMe,...

10. KPIs
set targets
qualitative vs. quantitative
tools
Google Analytics
bit.ly
twapperkeeper