Minor rewrites and doc site formatting

getting-started/001-api.md

@@ -1,26 +1,22 @@
-API Keys
-=========
+# API keys and rate limits
 
-# Obtaining an API Key
+## Obtain an API key
 
-To use the Mapzen Search service, you must first obtain a free developer API key from Mapzen. Sign in at https://mapzen.com/developers to create and manage your API keys.
+To use the Mapzen Search service, you must first obtain a free, developer API key. Sign in at https://mapzen.com/developers to create and manage your API keys.
 
-Mapzen Search is a free, shared geocoding service. As such, there are limitations on requests to prevent individual users from degrading the overall system performance.
+1. Go to https://mapzen.com/developers.
+2. Sign in with your GitHub account. If you have not done this before, you need to agree to the terms first.
+3. Create a new key for Mapzen Search, and optionally, give it a name so you can remember the purpose of the project.
+4. Copy the key into your code.
 
-Go to https://mapzen.com/developers.
-Sign in with your GitHub account. If you have not done this before, you need to agree to the terms first.
-Create a new key for Mapzen Search, and optionally, give it a name so you can remember the purpose of the project.
-Keep the web page open so you can copy the key into the code later.
+## Rate limits
+Because Mapzen Search is a free, shared service, there are limitations on the numbers of requests to prevent individual users from degrading the overall system performance.
 
-
-# Rate Limits
-As Mapzen Search is a free, shared service, we have rate limits that restrict the maximum number of requests per second and per day.
-
-Our free API keys allow you a maximum of:
+Mapzen Search allows you a maximum of:
 - 3 requests per second
 - 30,000 requests per day
 
-If you need more capacity, you can get in touch with [search@mapzen.com](mailto:search@mapzen.com), or set up your own instance of [Pelias](https://github.com/pelias/pelias), which we provide with access to all of the same data we use to power Mapzen Search.
+If you need more capacity, contact [search@mapzen.com](mailto:search@mapzen.com). You can also set up your own instance of [Pelias](https://github.com/pelias/pelias), which has access to the same data used in Mapzen Search.
 
-# Taking Care
-Mapzen Search works over HTTPS in addition to HTTP. We strongly encourage you to use HTTPS for all requests, especially for queries involving potentially sensitive information, like a user's location or search query.
+## Security
+Mapzen Search works over HTTPS, in addition to HTTP. You are strongly encouraged to use HTTPS for all requests, especially for queries involving potentially sensitive information, such as a user's location or search query.