Change in Google relevance ranking
Ever since 2/2005, we’ve seen a marked change from how Google sees web pages as relevant. In truth, it’s tougher to match many search phrases if you’re expecting the phrase to be an exact match.
Many people also commented on how they no longer ranked for their company name. This would be understandable if there were an “exact anchor text penalty”. In any event, the importance of keyword research has never been greater. You need to make sure you website covers the myriad similar words that make up your subject. A “natural” website would contain many different incoming anchor text links, so a site attempting to look natural would do the same. It will be interesting to see how this plays itself out.