In short: your content should be visible and accessible to bots. If you start a page with banners and other graphic material, use proper alt tags. It is also a good practice to have few lines of text before ads jump in. Java can be a problem as well. Flash is even worse. Old plain http, healthy linking structure (internal and external), fast loading speed (not too long articles, not too huge pictures), reasonable amount of h1, h2 and other tags, ... - this are the key ingredients to success.
Hope this helps.
If you are going to design your website then you have to consider number of things like pure aesthetics. You also need to consider whether that pretty site is going to be intuitive to navigate, and then you need to ensure it’s going to work across a number of devices and not leave out mobile web surfers.
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