Hi Lando,

here is my take on it. Google now expects you to be more desrete when optimizing. If you focus on 1 keyword through the whole site (eg...a site with 20 pages). It would be quite obvious to Google and the reader cause of the copy and mata tags. You should focus on multiple keywords for each page. 3 tops.

Now what i mean by desrete is that you shouldn't put an identical keyphrase i the title, description and copy.

Lets say you were going for "eliminting pet oders" (something you can relate to)
Google expects you to:

NOT - have it in <h> tags unless you are using some of the words. Dont you dare put that whole keyphrase.

NOT - place the identical phrase in title and description. Use the words but not the phrase. You can in the copy but not too many time.

You will be penalized for the <h>tags.

I suffered big time when florida happened. I removed the <h> and the direct keyphrase. My placement is better than ever. #1 for serveral (5) keyphrases, not to mention the other where i'm 2-10.

hope this helped,

good luck