I'm often surprised at how many webmasters so obviously create their sites for the search engines and not visitors. The proof of that is how frequently a keyword is sometimes used within the text. We all know that it is important to get noticed by the search engines with a view to getting a site indexed highly. And one way to do that is to ensure your keywords stand out. But, simply repeating them to the point of boredom isn't the right way to do that.