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Content is King for any website, and should be engaging and relevant to retain traffic. It should also be updated regularly, and ideally frequently, for SEO purposes. Making updates to existing content is seen as good SEO practise, as is adding new quality content.
You may wish to emphasise keywords by placing them in larger font sizes, and this is good SEO practise for H1, H2, H3 tags to. You can also use Bold and Italics for emphasis, but ensure the document reads well.
Search engines prefer shorter pages to long ones, so if you have a lot to say on a topic, split the pages to make them shorter. They are more likely to be indexed by search engine robots.
There are several bad practises that should be avoided at all costs.
Separating content by browser can have adverse SEO effects because search engines will not be able to tell which version of the page is relevant. The confusion is caused by each version having the same URL. If you can avoid doing this, you should.
Never use copy from other websites without permission, or use content that that promotes illegal practises such as piracy. The Pirate bay website, recently suffered because they were seen as a 'bad' website, as it arguably promotes illegal practises.
Never use invisible text. This is seen as extremely bad practise, or 'Black Hat' search engine optimisation. Once search engine robots discover that you have written text for them, but not for humans, you will be penalised and punished.
Another 'Black Hat' technique to be avoided is cloaking. This is where two pages have the same URL, and instead of the content being separated by browser, it is separated by search engine robot and human. Heavy penalties lie in wait for those who practise this.
Similarly, doorway pages are also a big no in search engine land. This is where a page tries to trick a search engine spider that it is highly relevant, when it is not.
Duplicate content. There are two types of duplicate content. Content that is duplicated on the same site, which carries a penalty. The other form of duplicate content is when the content is duplicated on two or more different websites. This is less likely to bring some kind of penalty as many mirror sites do exist and prosper.
