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Find out what the competition is doing.

On the preceding page we looked at the free SEO tools, mainly from Google. As they are the market leaders, they should be our first SEO port of call.

There are a few things that we can do to check on our competitors. Certain information is just not available within the law. For example if someone "bookmarks" a site and then visits from the bookmark or visits from an email link sent by a friend, then their identity should not be revealed, no matter how much Google or others know. There are so called spyware application which can reveal such information. As such software is at almost certainly illegal in most countries and certainly immoral, just don't even bother thinking about going that route. The types of organisations that deal in such information are just as happy to treat you as the fish for whatever bait they provide.

You can obtain quite good information freely and perfectly legally:

• Subscribe to any news letter the competitor might produce.
• Place their name on your Google alerts list. You will then see where they are publishing (or not) advertorials etc.
• Use Yahoo analytics to analyse their site for keywords.

Remember the aim of the game is to beat them, not copy them.

Links to free tools to help you:

Yahoo web analytics

Goole alerts