hi, I'm going to upload a keyword list I got from the Google Keyword tool for one of our competitors. You'll see from the "extracted from" tool that the keywords all supposedly come from their home page. If I go to their home page and view source, and search for some of those keywords, they aren't there. But Google's seeing them. How do they do that? If I search our website or other competitors the same way, the keywords are extracted from all over the website, from many different pages.
I'll also upload a picture of the search I did, so you can recreate it yourself, and try it on other websites. How do they do this?