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Keywords have always been the most important factor for SEO success. This is why you can expect that if your competitors are using keywords properly, their site will rank well in search engines. You might have some difficulty identifying the keywords your competition uses because what you think to be top keywords for your niche, might not be on their list at all. If you don't know which keywords they use, try checking if they use your keywords – this is more than nothing.
Alternatively, you can use the WebsiteKeyword Suggestion tool to check which keywords are supposed to do well for their site. While doing the check, you might find many useful keywords you have skipped and start optimizing your site for them.
You should also check the keyword density of your competitors' keywords. The KeywordDesnity Cloud tool will help you get an idea. Also, don't forget to check the location of the keywords – i.e. are there keywords in the headings, metatags, image tags, the URLs, etc.

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