SEO misconceptions from 2010 clarified with Matt Cutts

Five SEO-misconceptions from 2010 clarified and a few other things explained. The most important information to take away when you are working in the content creating industry and dealing with a lot of onpage optimisation, text and link-based optimisation were:

1) The meta keywords are not used for the search rank. Fact.
2) Only links matter: not true, having good content on your site "helps".

Best ask yourself the following questions:
Is your site searchable and crawlerable?
What about your site's architecture?
Have you got good internal links?
Do you have the right search terms on your page? (meaning the words that people are ACTUALLY going to search for, not what you think might be nice to have on your site :-))

Here is the video in case you have missed it. (I did miss it, but I think the information given has long-time value.)