Check out this guide to increasing your quality score. This determines your rank in PPC and also may be used for other purposes by search engines. I feel that a high quality score is important to the max. However, if you are doing no ppc, it might mean less to you. OK so the important thing is to raise your score. I make sure my keyword is in the Title Tags, ALT TAG, headers, anchor text, and body copy. This helps me with my quality score.
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