Are your competitors using your keyword in their bodytext?

This may seem a little strange – surely a competitor has to have the keyword in body of their text in order to get a decent ranking? Actually I’ve come across many examples of websites getting very good ranking primarily on their meta data and backlink profile. You can use the Google Operator allintext to check for competitors that have your keyword in the text of a page, .e.g allintext: dog grooming services