Is it better to optimize based on what the competition is doing for a specific keyword or based on standards? For instance, my keyword "red widget" is 4% for my page but the top 10 spots in Google are at 0.7% density. Throw in about 20 more factors where all seem to be over optimized on my page. Should I try to break it down a bit and under optimize my site so it doesn't look spammy? Or stick with what I think is best such as 2-4% kw density in page?