The other thing is that putting
<META NAME="ROBOTS" CONTENT="NOINDEX,NOFOLLOW">
in the headers of the base page (index.html normally) prevents search engines indexing the site. I do this on a few websites, not only to reduce the search engine activity but also to simply prevent people finding them on google. It's worked amazingly well for years.
If you want to do dirty tricks like stuffing your web pages with keywords which cause your site to be picked up when somebody googles for a competitor (this is probably illegal) there are various companies that will perform that service for you; I think they create dynamic content which then gets indexed up by the search engines but if the site gets hit from an IP which is not a search engine, the offending test is not presented
