@Michael... Ha, is it gaming or just setting your article up for success? Yes, it's gaming in some ways, but I guess is not nearly to the degree of many case studies we can look at where companies have gone overboard in an attempt to manipulate SEO.
I'm not sure that BMW or JCP or any large retailer have anything to really worry about. Google might penalize them -- but only so much. It's not like Google can remove BMW or JCP entirely -- and Google is just one aspect of a large retailer's overall marketing/advertising ecosystem.
Sure, smaller firms need to worry about getting a huge Google penalty because no one will ever notice if "Joe's Obscure Store" isn't in the top ten search results, but if I'm looking for a luxury car... I'm going to expect BMW to be in the top results, regardless of how sketchy their SEO has been in the past.
SEO is beneficial when it helps search engines find the content you have. It becomes problematic when the goal is to trick the search engine.
With headlines and titles in particular, often the SEO-optimized title is the best title for readers as well.
When I see companies whose business was crippled by lost search engine standing, I think those companies have broken business models. Ideally, companies should have multiple marketing channels, with search being just one.
It's not going to be easy to game Google. Because they're process is secret, no one is for long going to make a big win trying to figure out what they're doing. And because they can change the rules anytime, it's not even worth the time and money to try to game them.
Probably the best one can do it heed their advice and provide your readers great content on your pages. The consumer will ultimately choose the winner and Google will just follow the real winners.
Unless you have accerss to secret info no one else has, and more money than Google, it's an uphill battle for SEO.
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