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If possible, secure your site's connections with HTTPS. Encrypting interactions between the user and your website is a good practice for communication on the web. Google Webmaster Guidelines 2016 [support.google.com]
Design your site for all device types and sizes, including desktops, tablets, and smartphones. Use the mobile friendly testing tool to test how well your pages work on mobile devices, and get feedback on what needs to be fixed.
Ensure that your pages are useful for readers with visual impairments, for example, by testing usability with a screen-reader.
Make your site's important content visible by default. Google is able to crawl HTML content hidden inside navigational elements such as tabs or expanding sections, however we consider this content less accessible to users, and believe that you should make your most important information visible in the default page view.
Design your site to have a clear conceptual page hierarchy.
This guideline was formerly half of the old Google guideline that stated...
"Make a site with a clear hierarchy and text links.
joined:Mar 14, 2014