Good Seo : Art or Science of Search Engine Optimization (SEO)

This is the table of contents for SEO program, I will discuss every topic for one hour (Estimated), supplement questions can take some time.

What is web visibility?
Visibility is long-term and open-ended
Feedback and the experimental method
Search engines vs. directories and portals
Getting in-bound links to your site
Giving outbound links
Understanding search engine and user behavior
How users formulate [...]

Today, One of my friend Adu asked to me tell him about the art of SEO, He thinks that I am good at SEO, so he can learn something from me.
I never done any specific tricks to my sites, but they still does good in Google, Yahoo and other search engines. But he forced [...]