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Asked On: 14 April 2010
Answer
Ideally yes as this will have a major benefit with regarding to attracting traffic from the long tail. This isn't always as big a task as you may think depending on how the site is constructed, what data is available to auto generate certain elements etc.
The main focus of an SEO campaign will usually be core high traffic terms and terms that convert well but going that bit further to embrace the long tail can reap major rewards.