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Another way is to simply view what they've inserted into their keyword meta tag.  Although that tag has not been used by Google for some time, many websites still populate the tag with the terms they would like the page to rank well for.  To view the keywords meta tag, right click (if you're using windows) on the web page you're investigating and select "view source" or "view page source" and look near the top of the html page. There you'll see some code that looks like this: name="keywords" content="keyword 1, keyword 2, keyword 3, etc."/> While you're looking at the page source, you can also look at the title tag (usually just above the keyword tag by a few lines).  It looks like this: <title>...this is the page title....</span><span></title> If you see overlap between words and or phrases in the title and the keywords tags, you can be pretty sure they are trying to rank for those terms--maybe successfully, maybe not.