Text is important but most text is rubbish. The comment about reducing text probably didnt apply to the NLP framed, dramatic invective you use and is directed at morons who use slogans; “all your *** needs”) I still dont know what my gardening needs, internet marketing needs or anything else are), company focussed information (I dont care if you are the greatest thing since sliced bread – I want to know what you can do for me and at what price or I want to find information quickly).

Also very often these usability idiots say a lot of naff stuff that can kill your website. If you want a good one I had a client who put ids on every link of every page:
External links go to the domain
Four forms of internal navigation pointing to query strung versions of the domain
External links having query strings attached to them

All in all the great ship SS duplicate content set sail on that day all because the usability company wanted to track how people were using the website. Apparently this is standard practice!!!! I don’t care how much the usability company learned their positions plumetted and the client is losing about £200K per month

Yep usability experts can make your site completely dead from an SEO perspective. Usability is simple experience in use in a website:
Make your links intuitive so users can navigate the website easily
Have headings that look like headings
Have body copy that relates to the title and header tags
Use design to seperate the page into seperate components
Keep images to do the job of images and not of text and make the path from arrival to purchase easy.

Hmm sounds a bit like SEO!!!