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If your site has a couple dozen links to it and all of the sudden you get several hundred, Google is going to look to see what's up. If they find there's a natural reason, they may let it slide, but often they issue a minor penalty because they see that as unnatural behavior. Sites that already have lots of links can gain larger numbers of new links without being scrutinized. Placing your keywords in titles, meta data and throughout the content is a practice that helps search engines better understand what the content is about. Stuffing words in over and over again will get you penalized and probably produce content that's not very readable.
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