SEO is four letter word
Have you visited any search engine optimization forums or web sites recently? Did you notice how most of the discussion seems to focus on "how close can you get to the sun before your wings melt off?"
I visit these forums and SEO sites every once in a while to see if there are any new developments that I should be aware of. What I find amazing is the nature of the postings on many of these forums. Most questions are along the lines of "will I be penalized if I do this?" or "Is that site a link farm" or worse.
If you read through the help pages on any search engine you will find that they invariably say design for people and not for search engines and you will automatically get high rankings. Too bad the SEOs don't read those docs.