If there is too many keyword repeated all over and over again in tags like <TITLE>, <H1>, <H2>, <H3>, <B>, and <I> tags, ALT and TITLE parameters, domain, subdomain, directory name, and filename, the search engine will think that you are attempt to cheat and they will penalize your site further down, rather than further up. And while the engines rank pages, not sites, it’s believed that some penalties apply to a whole domain, not just to a specific page.

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