SEO is important and Chris has it right... IBL (Inbound Links and OBL outbound links are very important and building those link exchanges with relevant sites (sites with similar or relevant content to yours) is key. Your keywords and those being used throughout yoru site are important. METa tags are not as important true but if you dont have them and are not using them correctly it could be detrimental..
Desgining a site to be optimized also requires naming your images for search engines, writing the text well using keywords and descriptions in HTML text that pertain to your product or service and more...
Those are the condensed Cliff's /Cloe's notes... I would have to charge your for more info! lol
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