I think people get all caught up with this optimization thing thinking they have to do something special when all you really need to do is add content. Every word on your website counts as a keyword - which is why having text is so important.

Also, if optimization worked as well as some people say it does, don't you think wal-mart would be coming up number one for just about every single product search? It doesn't happen.. if they can't do it, then... I think that should tell you something.

But, that's just my opinion....:-)