In my experience it's more like "make interesting content and don't make all the stupid and/or not-all-that-obvious mistakes many web designers make."<p>Mo matter _how_ good your "interesting content" is, if your web design has it hidden behind a flash splash page or your entire site navigation is in some dynamic javascript menu system with no regular html links for spiders to find, you will not get traffic.<p>Good content is the number 1 best thing you can do for your website. Not wasting the potential of that good content is, however, equally important.