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Usually if you build your site for surfers, then everything else will fall into place.
Good SEO practice is also good Webmaster practice and understanding that will help a whole lot.
Always remember that people use search engines, not bots, so your content needs to be easily and readily consumed by your visitors.
Every site is different however if you reduce the number of ads, know exactly where you want to channel your visitors and use forethought and strategy to funnel them there then you will make more sales.
On page SEO should come before any additional SEO efforts. Also ONE highly relevant authoritative link is as good or better than 100 crap links.
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