I want to remain as white hat as possible.... If I have a keyword like you tube (the keyword I'm trying to rank is two words) and it's a competitor - same niche can I just put that keyword phrase on my site? I don't think I have any of those two words on my site as of right now. The keyword has no other inner pages in the top 10 and it's considered easy to rank/low competition. The thing is the #2 for that keyword phrase has one of those keywords (for instance you) but not the other keyword (tube) on their site and it's ranking. The others have it as their url inner pages and on their site, but I don't want that.