I would like to use the words build my own web site in my keywords because it looks like a strong keyword when you look at demand and supply and so on but it would be difficult to put in text. I looked at the results when I put it in on google and other sources I have access to that bring up the top 10 competitors for that words and the term seem to not even be in the text on the pages or anywhere. Not in the keywords on view source. Occasionally I saw it in the description listed in a sentence how to make my own web site but that was it. How can these sites do so well with the that term without it being anywhere or almost no were in the site or keywords? Sine sites did not have the term anywhere as far as I could tell yet they were in the top 10 for the phrase
"Phrase", not "fraise". They rank well for it because they have links pointing to them for the phrase and/or Google is clever enough to work it out without a direct hit.