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You don’t want to engage in any low-quality SEO techniques just to take on one or two competitors.
Some would claim that is because Google has, very successfully, equated linkbuilding with web spam, and the industry news machine is started almost entirely – all the time – and fuelled by Google PR something or enforcing its quality guidelines.
You may wonder how they get away with it and you don’t (lol) but competitors might rank despite unnatural links or because of them: How do they get away with it?
I think another tricky part there is like you don’t really know if they get away with it.
Competitor analysis is just one aspect of successful SEO in 2018.
You can see an example of my SEO audit report online. This article is personal opinion of research based on my experience of almost 20 years.There is no third party advertising on this page or monetised links of any sort.As part of competitor analysis in my SEO audit, for example, I review the top competitors backlinks to see if they have managed to earn any extremely high-quality links and determine how they did it and if it can be replicated.