WordPress out of the box is already search engine optimized but you can do more by doing minor tweaks and additions to maximize your online presence. You can also follow all of Google’s SEO guidelines and not see results. It’s better to play nice with their simple rules then to do something which will hurt you in the long run. At the end of the day, quality content is king of the jungle. So, focus on quality and not quantity.
You should never, ever keyword spam. Ever. You may notice a slight increase of traffic for the first day but it wont last long. They will put you on the naughty list like they did with Sears. You have to think long term and black hat SEO shortcuts just wont hack it.