I love, love, love thinking about a keyword or phrase for our content and then watching it climb the search rankings. I did this last week for "keep content fresh." We started out with no rankings and, as of today, are the first on the list...even before Pro Blogger. Then what I do is go to my Webmaster Tools, click on labs, and then author stats and see how many people are finding us via that search term...and converting to readers. It's a totally geeky thing to do, but it works. And, like you said, I never write the content for the robots. I always write what I'm going to write about and then see if I can optimize it for a key phrase.