Having learned a little about search engine optimization, it does seem that it can be quite important, depending on the current popularity of your site and the intentions you have for your website.
Some of the more important things do seem rather simple, for example the way that adding a suitable title which people may be interesting in searching for to your title tags can help to increase your page rank. Similarly, being sure to repeat keywords convincingly throughout the first paragraphs and the header tags seems to be a relatively simple and worthwhile task.
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