I dont want to reveal my niche but I will give as much info as possible: my competitor's site is a partial EMD. by that, I mean imagine if the keyword was "A B C D" competitor's site is BCD.com keyword spamming: this term was definitely invented by google to scare people from using it. there is no such fucking thing. this guy uses the keyword like 200 times in his 800 word homepage. you cant even read the damn thing, every other word is this keyword. backlinks: all garbage directories. nothing else, just directories. google authorship: about 2000 friends in his circle. I suspect they are all fake. this guy has been kicking my ass recently and i dont get how.