Hi MarkAllen,
You might want to start by getting familiar with the SEO (Search Engine Optimization) with these stickies.
http://www.vodahost.com/vodatalk/goo...ter-guide.html
You might also want to make sure they are not using paid advertising which would look like #1.
View their page source by right clicking on their web page and "View Page Source" to see what meta keywords and meta description they are utilizing. Don't copy them, but this will give you a more clearer idea as to what the search engines are picking up on their site.
Of course this is only a start of a long process to stay on #1
Randall