Let me redirect the discussion to the question I was really trying to ask (and not being successful at 
)
This site does not appear to be optimized for any keywords. I say this because there is almost no content. And from every ‘SEO Expert’s’ mouth… content is king.
So, with this, I guess it is safe to say that they do not need to do keyword optimization because they are popular and have been around for a while?
They only need a keyword once because of this?
I hope that clears up my question.
kw