tedster - 2:30 am on Dec 4, 2010 (gmt 0)
One of the first things I learned when I worked with a big site was exactly the point that Wheeler makes here: content is not king, STRUCTURE is king. It's a lesson that I've taken with me to every site I work on now, of any size. If the technical structure - or even the information architecture - is a mess, then crawling, indexing and ranking for any content will be compromised.
So even though quality content is essential, I try to ensure that there's a clear and unambiguous structure in place as a primary. foundation step. That way, powerful content can be found and appreciated - both now and in the future.