AnonyMouse - 8:27 am on May 22, 2004 (gmt 0)

This was posted under the "dropped-site checklist thread", but I'd like to know more about it:

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Have you more aggressively optimized recently?
Internal changes that can lead to potential problems include:
• More aggressive kw optimization, e.g., changes to Titles, META's, <Hx> tags, placement and density of kw's, etc.
• Link structure changes, and especially link text changes. Updates to link text or structure, if done for optimization reasons, can push a site into filter/penalty territory. Look in particular for overuse of kw's.
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Given that the above were more-or-less the rules of SEO, I'm confused now - are we supposed to *stop* doing all the above?!? In which case, how do you indicate what your target keywords/subject is?

I've been out of the loop for a little while, so would appreciate any pointers to threads on this subject (wish there was search function for the forums!), or a re-visit to the topic by our learned members?

If these were the old "rules", what are the new ones:
1. Keywords in Title, Meta tags, H1 - all matching.
2. Keywords mixed into other Hx tags
3. Keywords at beginning, middle, end of page - good density, but natural
4. Keywords in alt text of images
5. Keywords in anchor text of links to your page, matching the keyword phrase used in your Title/Meta/H1 from above.
6. More links to the pages that you want to have more PR - i.e. link back to home page on every page, assuming that home page is important!

Comments appreciated, need to dig myself out of the SERPS hole I just fell into...any guidance on what the new rules of SEO are is much appreciated!