If I may interject here;
I have been using simple seo for a few months now on my site and have recently achieved a PR of 3. Some people may argue that PR or pagerank doesn't have much to do with search results, but "oh contrair mon frair"

! PageRank along with other factors is VERY important, because PageRank tells googles spiders whether or not your site is even worth looking at (anytime in the next century or so). You achieve higher PR by getting other sites with good PR that have similar or relevant content to link to your site (while at the same time avoiding link farms like the plague).
Simple SEO creates urls that are much more user friendly and are actually more search engine friendly as well. They work much faster with GoogleBase and Yahoo Submit, and if your site is fairly new, duplicate url's won't be a big problem. They will simply, fade away. For older sites, it may take longer, but duplicate urls, when changing from a dynamic system to a more static looking, or natural looking system is an unavoidable nuisance, but one that will eventually fade away as well.
Now, with all that said, the MOST important thing is, CONTENT, CONTENT, AND MORE RELEVENT CONTENT! A very hard task to master for retail/wholesale sites that carry general merchandise, but should be a snap for specialty stores.
Here is a link to a page at Google that will help to explain SEO much better than I ever could.
Handy Dandy Link to Google
I hope I've been able to help at least one person. If so, then I feel good.

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