Bluffing is just as important as playing legit hands correctly. Someone who doesn't bluff is not going to win nearly as much as someone who bluffs correctly. Someone who bluffs too much is going to lose a lot more than someone who bluffs correctly.
Bobby Baldwin went to win '78 WSOP
with a bluff, and had he not taken that opportunity he would most likely lose the tournament.
I bluff whenever there is a legit opportunity to do so. Like 3 betting with AKs preflop, then missing the flop on a dry board and cbetting versus 1 opponent.
It's kinda tricky to bluff at the lower limits though, because some players will call a huge bet with KQs after missing the whole flop just hoping that they catch a K or Q on the Turn, and they often do
However in the lower limits it is a much greater mistake to make too many bluffs than not bluffing at all, because most players are Calling Stations and will call anything with any 2 cards, which doesn't let you bluff.
In higher stakes there is a lot of theory out there to let you know when to bluff, (dry boards, one or two opponents, etc) and also Game Theory and mathematical concepts.