Most of the people want to see a great content on a website along with a good page structure. Nobody seems to bother about the background color or  logo. Especially, the people who visit your site through Search Engines and who constitute the second largest Internet traffic  looking for good content on sites. In order to impress these people, following things should be kept in mind:

Clear Structure
Always make sure to keep the layout of your website absolutely clear. Users must be easily able to distinguish between the navigation, the text and the headings. Navigations must be the first thing on the page. Heading tags must be used for headings and subheadings. For quoting some text, use the block quote tag. Another tag that is popular with the search engines is the code tag. It is used to post program code.

Consistent Keywords
It is not necessary to saturate your site with keywords to get better search engine rankings. Keywords should appear consistently, wherever they can be used naturally.

HTML and Javascript
Search engines generally read HTML, but not Javascript. Thus, to enable search engines to read your text, it must not be inserted with Javascript. It is better to have the text and navigation links in HTML and all other parts in Javascript. This will make the page look focused.

Avoid Splash Pages
Splash pages displaying full-page logos are not appreciated by the search engines. This will lower your search engine rankings. Therefore, it must be avoided.

Include Alt Tags
Always include alt text for any graphics that you use on your page. This is especially important if your graphic includes some text. In fact, search engines view your images through the alt texts only. Check your site by the removal of all the graphics and then test whether the content remains intact. This is very important to avoid lowering your search engine rankings.

Write Great Content
The key to increasing search engine rankings at present is the number of people who link to your page from their own page. To attract more people to link to you, you have to make your content more useful.  It should be so useful that people would want to quote it on their Blogs.