Many SEO companies will stress on the importance of on site optimization, which is to optimize the content in your website.
There is no doubt the the contents are very important. However, it will be better to write the contents for the readers but not the search engine. What will be the use of SEO or getting a first position in search engine if the contents in your website is not catered for your readers. There will not be conversions if the readers do not find your website interesting or useful.
Besides, to my experience, when you start doing the SEO work, you will have some initial results after a week of so, unless you are aiming at some really popular keywords. Do not trust the "SEO experts" who tell you that it will take at least say three months to see the results.
And the most important thing is that inbound link is more important if you are aiming at google. My experience is that you can get a good place in google if you have good inbound links. And this is true even if your website does not really optimized for the keywords that the inbound links give you.
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