There, I said it! I don't really mean it though. Well kind of. Here's the reason I say it doesn't matter anymore. Or maybe what I am trying to say is that it is mattering a less than before. I'll show you what I mean and talk about some alternative things you can do. I came up with this topic as I was searching the term "SEO" this morning. I saw a lot of things come up, none of which pertained to natural search. Instead of me describing it I will just show you.
As you can see there are 4 ads, there's a wikipedia result and then on the right there are a bunch of other things that look to be google oriented products and some other search terms you might be interested in and this doesn't even include a google business page and or map result that takes up a ton of space on many other searches. See below on the search term "Boston Children's Museum"