During the optimization process there are places within the code that become optimal by adding your specific keywords. There are penalties that arrise in over use of keywords and placement.
Certain methods that some companies allow, if caught by a search engine crawler* that will get your site "banned" from the search results of a given search engine. TMF Studios only governs studies on the science of optimization when it pertains to the rules and regulations of an independant search engine i.e. Google, Yahoo and MSN.
CRAWLER - a crawler is a program designed by a given search engine to analize the code of a give website then deciding placement based upon report.