What to tell in class about modern methods of website promotion in 3 hours?

Question

Search Engine Optimization

Imagine that you have a task in 3 hours to talk about modern methods of website promotion on the Internet. It's about website promotion, not Internet marketing in general!
Target audience - small business owners. Each of which has its own website selling services or goods.
What would you try to convey to them in 3 hours?
So far, this is the plan in my head:

1. Search engines - search bots, indexing, filters, ranking, relevancy, queries.
   
2. semantic core. Selection of keywords (queries). Grouping. Extension. Used software and services
   
3. Content is everything. Creating the "right" content. Heading hierarchy. Internal linking. Protecting the originality of texts.
   
4. Technical SEO site audit: 404, duplicates, site speed
   
5. Buying links to the site - is it necessary? is it relevant now?
   
6. The main indicators of site analytics: traffic, ICS, etc. Adding a site to Yandex.Webmaster, Google Console. Installation on the Yandex.Metrica website. Overview of analytical tools.
   

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Naturally, at the end of the lesson, links will be given to various sources of information, services, programs, articles - for self-study. The main task of the 3-hour lesson is a quick excursion into the field of website promotion + a plan for further independent development.
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ps: I am not at all a SEO specialist and not an Internet marketer, therefore I absolutely do not pretend to be omniscient - on the contrary, I ask for help and advice in this post...

Answer 1

first and last - to explain what the site needs to be done for people, so that a person receives all the necessary information about the product, service, price, terms and possible problems, so that the site is convenient to use even for a cat, a hamster and a family of cockroaches, and they know the technical aspects of work not absolutely necessary.
PS, no matter how you look at the sites, then there are no prices, then the text is one, there is no photo, there is no damn thing, but they beat their chests and say that we have an awesome site, - “what they don’t buy from us”, - yes, because that showcase you have shit. Let them draw a parallel with their site and the real, physical store they came to and there is the same feeder as they have on the site, then maybe someone will think a little

Answer 2

I'm even afraid to ask.
Have you opened the next IT courses? )

Answer 3

It is preferable that such courses be read by people who successfully move websites every day and can tell what works to solve specific practical problems.