Google will institute a ranking penalty for sites that are overly optimized.

Refer to the article - Google Previews a change to natural search - http://www.internetretailer.com/2012/03/22/google-previews-upcoming-change-natural-search-rankings

As we know that how SEO is important to rank a particular webpage tops in the organic search results, however, Google is making changes to natural search within the next few weeks or months by penalising sites that are overly optimised. 

Though this new proposal is to reward websites that offer good content and positive user experience, companies who need to rank tops by adopting keyword stuffing or black hat link building will most likely suffer. New websites that need to quickly rank tops in the organic result would adopting such illegitimate methods. In a highly competitive market, making one searchable is very critical to a business when most of the customers would first search in a search engine before buying a product or service.