The keywords don't make the site rank highly.
Site at the top of the heap should basically be following this plan:
1 - research keywords to determine which keywords have actual traffic on them
2 - offer original, relevant content to a keyword - one page per keyword targeted
3 - follow the basics of SEO and make sure the site is clean and works properly
4 - spend a lot of time building quality inbound links from related, decent, sites
Keyword research is key for everything. I personally use Wordtracker to help me with my research (you must buy it), though there are other tools which do basically the same thing. keep in mind - free applications generally won't give you everything you need - that's why they're free.
First you must determine what keywords have the traffic on them - what people are actually searching for. Then simply search on those phrases for competitors.
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