You see, if the competitor is using Google AdWords and put Steven website's name or product as their keywords, then there's no copyright infringement.
If they put it in their own website's META tag in either keywords or description, then the search engines might take the cue from there and improve the page ranking of the competitor's websites for the relevant keywords that are searched by customers.
I'm not sure if this is copyright infringement cos the intent don't seem to stem from intentional misleading people into thinking that the competitor's website is belonging to Steven's website.
I think it's just a SEO thing. Not really any other things else.