I'm forced to agree with Janeth on this one (not that I have a problem with that, Janeth!) - keyword placement/optimization is definitely not the end all/be all of being found. Case in point:
http://www.itdc.sbcss.k12.ca.us/curr...altrainer.html
This page has consistently, for MONTHS been in the #1 spot on Google for the keyword "personal trainer", and it only has that phrase in the text 3 times.
In checking links to that site, there are 25 found by Google's link:URL tool, but I have to wonder if even 25 back links can garner a consistent #1 spot for so long?
-- Aaron