But they need to be able to find that better looking one and that is why I think SEO is important.
I'm not saying SEO isn't important, of course it is but fundamentally you need the goods first. I spent next to zero time on SEO for my site but I'm happy with results. My time was spent in other areas of the project.
I quite like the notion of accidental SEO, e.g. changing the way my site is tagged has lead to higher visibility for my tag (keyword) sections. I didn't expect that to be the result. I did it cos I wasn't happy with the structure and in particular the way the tag sections used to work from a users' point of view.
The point I'm trying to make is my focus was on changing the tagging so that it was of benefit to my audience, not search engines. It just so happens that search engines like it but it wasn't my goal