Re: keywords in url for google not so important?
To answer your other question, in my opinion there are three things that will help raise your site in the SERPs. Good Canonical Structure (which may include keyphrases in urls!), One Way Inbound Links from relevant and high ranking sites along with the link text they use to link to you, and lots and lots and lots of CONTENT added regularly. There are other factors which may help, but I think for anyone starting out those are the ones to concentrate on first. And all three are easier when you either run your site using properly configured blog software, or add a well configured blog to your site as part of it.
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