This is the area of a frame formatted site a search engine will look for indexible textual content. Write detailed sentences using key phrases here describing what your site offers.
Create Subject Headings using a keyword phrase, then go into detail working the keyphrase and word variations into sentences that make up a paragraph. Use normal grammatical style writing
Try to avoid stuffing too many keywords into one sentence separated by commas. Commas are a redflag of keyword stuffing spam, as are many nouns jammed together without other forms of speech in between. Search engines may be as smart as basic spell checkers that check grammar. Full text spiders like AltaVista look at word proximity to other words, they pick up on phrases and are not concerned so much with repetition, in fact, they say they only count a word twice before ignoring it.
Search Engines have submission policies. Some webdesign techniques that they have found to hurt the relevancy of their search results, they may deem a spam offence. SPAM decreases query relevance. Search engines do not want to list 200 different listings for the exact same site. They attempt to offer variation for searchers to choose from. Webdesigners occasionally stumble onto a trick that boosts their pages to the top of search results. For a while a trick may boost rank, but once sites begin to spam the indexes with the trick, the search engines catch wise and penalize sites for it.
Search engines may penalize a site by lowering it's rank or dropping it from the listing altogether. Some may ban a domain, the IP address of the site or perhaps any submission from the violating IP address.