It isn't about keyword-stuffing (and hiding these keywords from users) anymore. It's about optimizing a site for organic traffic and having a true focus on who

It isn't about keyword-stuffing (and hiding these keywords from users) anymore. It's about optimizing a site for organic traffic and having a true focus on who the customer is. Use the Betty Ford Center, a residential drug and alcohol treatment center, as an example. You want to optimize for "private" and "recovery" rather than dilute your site with keywords like "clinic" which don't serve your target audience.* _This_ is what effective SEO is about. It's only "gaming the system" in the same way that traditional advertising is--you want to do your best to get your message in front of the right eyes. * "Clinic" is often associated with "cheap" or "free" by customers who are a better fit for the Betty Ford Center.