I have to agree that most people ignore SEO because of the lack of understanding. May be they are intimidated by the very word.
The three steps mentioned in the article: URL, Navigation, Page title go a long way. This is were content management systems like WordPress really help as these three things are taken care by design. In addition to this, internal linking structure is important to. Again, a proper CMS makes it way easy to get a decent SEO going to begin with.