How can sites be ranking for a keyword without even using the keyword? I'm new to all of this, but if the keyword I'm looking at is "Dog Collars" why is that the top 10 on google all have "dog leashes". This obviously isn't the keyword I'm looking into, but it's the same thing. I guess a better example would be a misspelled word. So "dog collars" would be ranking for "dawg collars". Since none of the sites are actually using "dawg collars" would it be easier to rank for it or harder? Thanks guys!