4. Search Engine Optimisation Valid document structure to allow importance to be correctly weighted. E.g Main headings should be used to our advantage to allow bots to index using these headings. Beware of duplicate content and over loading ‘keyword stuffing’ your document with duplicate keywords. Hierarchy of content, what’s important. Design inspiration Hoisted content : http://biobabybett.de/en/ http://www. visitcascadia .com/ Partial transparency : http://envirenew.org/ Reflections: http://beehiveapp.com/