I think it is relatively easy to forget why SE rules continue to evolve.

The Internet (described by Google) was designed to "share" credible or (perceived credible information). When individuals stray from this core foundation or belief, SE attempt to "lock-out" polluters (they call them "rule breakers".

Example:

If content is well written (avoids keyword/phrase packing), is relevant and meaningful to the target consumer, chances are it will be perceived as beneficial by SE and will enhance the Website.

I have conducted numerous copy tests and can share them with you if you are interested.

Its hard to believe people are still trying to outsmart the search engines and their legions of PhDs! The search engines publish exactly what they want to see. No big secrets at all.