Over Optimization can create a huge drop in rankings, and oh by the way business too.

Here's a great article showing how you can actually 'over' optimize your site which can have a negative impact on your rankings.
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The idea here is not to give up hope, it is to be constantly reading, and following trends in the industry. If you feel that's not your game, or bag, come see us, we'll help you out with your seo needs.