Well I think you need to pay some serious attention to this. Without SEO, you'll be no where in search engine publications, be it web sites, articles etc.
Search Engine Optimization is the key to reaching the top in a search engine list. Otherwise you will be stranded. If you are talking about websites that deal with business, without SEO you are stranded. You need to focus on SEO techniques for success. There are no two wards about that!