In the 'old' days (seems like yesterday... oh, it was) you'd optimize your Title, H1, URL, Meta description with the keyword you are targeting... is this still the case today?
The standing recommendation was also to highlight (bold, italizise) your keyword once or twice in the text... is that still the case today?
Also, say I want to sell shoes (which I don't but you get the drift)... and I have categories for Adidas, Nike etc... would I be better off to have my menu navigation links say 'Adidas', 'Nike' etc. or 'Adidas Shoes'. 'Nike Shoes' etc...
Any help would be greatly appreciated :-)