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SEO died many years ago, but some companies are still trying to sell their naive clients some magical "SEO optimisation". Which is plainly scam at this point.

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There are a ton of SEO optimizations that are extremely significant:

* performance/SSR * interlinking/dead links * keyword cannibalization

to name a few

Definitely. In general, most parts of technical SEO remain important (one h1 tag, etc)

Is there a trustworthy guide on this?

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