In fact, some of the search engines are starting to penalize people that use these tricks. The reason why we list these tricks is to help you understand why some sites always show up many times or always at the top.
Search engines calculate keywords by how many times they appear on a page.
It is important to be aware that search engines may penalize you for excessively repeating keywords. At present, InfoSeek and Lycos are two examples and others may adopt similar policies in the future. Rob's Restaurant in order to appear at the top. Our suggestion is that you pick something descriptive instead. You might appear at the top by changing your name, but be skipped over because the new one does not evoke a professional or trustworthy company image.