One important tip from PR Daily’s list:
Don’t let SEO override good writing.
One trap that hurts Web writers is obsessing over search engine optimization. Keep SEO in mind so that people will be drawn to your website, but never let it become the focus of writing a good headline or content.
Instead, make sure your Web designer uses image names and alt tags, and include important terms in subheads, page titles, and body copy. In other words, be aware of how your writing affects SEO, but don’t let SEO dominate your writing.
Check out the full list!