Smart Spiders.

The major search engines all use algorithms — formulas designed to help find the most relevant response to a user’s search.  And those algorithms are constantly adjusted to keep companies from gaming the system.  Take keywords, for example.  Your website copy should absolutely contain the key search terms your prospects are likely to use when they’re looking for someone like you.  But if those keywords make up more than 2% of all the words on the site, the “spiders” smell a rat…and they are less likely to rank your site higher.  Now more than ever, craft website copy for the consumer, not for you.  Write directly to them, keep it brief and clear, include keywords without overdoing it, and your site will get along just fine with the search engines.