Repetition usually suggests importance. To love others as we love ourselves is one of the Bible's most repeated commands. Loving your neighbor is the opposite of selfishness. You don't have to work hard at becoming proficient at being selfish. Love, however takes a concious act. Fortunately, unselfishness is possible for us. Love points to a source of power, quite beyond us; namely God. When Jesus was asked by someone who his neighbor was, Jesus responded by telling the story of the good Samaritan. In this story a beat up man beside the road is helped by a complete stranger. That is love with the right motive.
It is not self-seeking.