13.2. Know Your Competition
Learn from your competition. Compile a provisional list of keywords and phrases you want to target with SEO. Then Google, Google, Google these keywords like crazy.
Examine the results of these searches carefully. On the one hand, the search results from your targeted keywords should be related to your offering. If there's no connectionif the sites you come up with belong to completely different realmsthen something is wrong and you should reexamine your SEO campaign premises.
On the other hand, your site and pages need to be at least as good as the competition's offerings. Otherwise, SEO or no SEO, you won't pull ahead of the competition in natural listings.
What can you learn from the competition? How can you improve upon it?