Using a keyword an unnecessary amount of times in an attempt to attract attention from search engines for that keyword in order to rank for that keyword. This is not a recommended tactic, and is, therefore, a form of Black Hat SEO. When a web page uses a keyword too often or superfluously, with the intent of manipulating search engines. This type of behavior is frowned upon and can lead to either algorithmic devaluation in search, or a manual penalty from Google.