I am very new to all this so I have probably missed something here, but I recently built my own website, after I built it I went through the forums to try and learn how to optimize my site so google would find it. I came across www.seocentre.com meta tag analyzer (found it very good)

I ran my site through it,(www.energyscale.ie I am in Ireland) did'nt come out too bad, then I ran a competitors site through it www.greenextension.eu he comes out with :-

Title relevancy to page content is terrible 0%
Description meta tag relevancy to page content is terrable 0%
Keywords meta tag relevancy to page content is terrible 0%

Now when you do a google.ie seach for 'low cost ber's' he's near the top, even with an '.eu' address in Ireland. I'm baffled!