How can a site rank for keywords that aren't anywhere on its pages?

Channel:
United States Google Search Central
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751,000
Published on ● Video Link: https://www.youtube.com/watch?v=Xy5pqc4gKhg


Duration: 2:07
17,134 views
65

A site for my client's competitor shows up on a SERP for keywords that never show up in the site anywhere (not even hidden in the source code). How is this even possible, and isn't this spam? What can my client do about it?

Land Lubber, Colorado



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Tags:
google
seo
keywords