If Keyword 1 | Keyword 2, etc. are relevant to the page, then it makes sense to have it. But often, that comes across as spammy (Stuff | Stuff Online | Buy Stuff Online | My Domain). And those keywords that you pick are likely to super high volume, obvious keywords that you will have a hard time ranking for. I think the new rule is to make this "natural" as you say, but also beneficial. Maybe you come at it like this: Stuff, Information About Stuff, and All the New Stuff at MyDomain.com.
Make it helpful, give your page some context. Spam is only good with eggs, and then only in moderation.
