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As per my opinion here i never work for SEs. if i want rank high with my site then i keep in mind about good User experience. of course i will target keywords to rank my site well, i will add a content that can be useful and interesting to my targeted audience and build some natural links, and keep update my site. for your last question about website structure i have a good article here https://blog.kissmetrics.com/site-structure-enhance-seo/