grammar

In Miguel and Maria travelogue - Si, pareces mexicana pero no le di mucha importancia. Why use the indirect object pronoun le? Does it mean he doesn't give much importance to how she looks? I thought it should be a direct object pronoun "lo"?
Also does anyone know of a good place  south of the US that teaches immersion Spanish?

Hola Dwight.  In this case the thing being given is importancia making it the DO.  Actually being a negative, the thing not given is importancia.  Literally in English we might say, ​but I didn't give (to) it much importance.  ​The it then is the IO and receives, or in this case, doesn't receive much importance  ​and therfore ​it  becomes ​le.

To use your words, how she looks, is the it or le.