SEO best practices have changes massively with the recent Google Panda and Penguin updates.
It used to be the case that the best way to optimise a site for a particular keyword basically involved trying to get that keyword in as much as possible without it looking too unnatural or spoiling it for the visitor.
Google is getting smarter though! They can basically now tell if your use of language is unnatural and is being twisted to fit in keywords.
Here is an example:
If you have a site selling pens, the standard SEO technique would be to put in keywords exactly as a searcher would type them. So you might have, Felt tip Pens, Biro Pens, Marker Pens etc. in your menu. But given that your visitor knows that they are on a site about pens, they would be perfectly able to understand a menu that said: Felt tip, Marker, Biro etc. and in fact, adding the word ‘pen’ to each line makes it more cumbersome.
Google is now able to spot this sort of thing and is actively penalising it.
If you have had any sort of SEO done on your site, it is imperative that you check that your site passes the new test.
See the full test here: