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One of the things I have started doing with my blog is to pick a keyword I think I can rank for on the first page and use it as a title and optimize the blog post page for that phrase. If I don't get to the home page in the first week I will go and look for another keyword and change the page so it is optimized for that keyword and do a 301 of the old page to the new page.
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Are you suggesting that Jeff should be forced to go through his directory and rename all of the categories to include keywords he is likely to rank for, in order to appease you and Rand?