Make each page intuitive enough so that you can easily identify its purpose. Even after all of the changes with the search engine algorithms, inbound SEO links are still the biggest influence for search engines. The author of one such book made such a claim while speaking at a conference (and right before your author spoke, which did not start things off very well). Developing engaging content is one of the most important things you can do to optimize your website. SWOT identifies internal company strengths and weaknesses along with the marketing opportunities and threats present in the external environment.