Competitive analysis is an essential part of SEO strategy, and can be used to identify keywords, links, and additional SEO tactics that your competitors are having success with. During competitive analysis various elements are examined, including: the structure of a competitor’s website, the keywords used in the content and source code, the backlinks that have been built, and the overall website goals that are trying to be reached. Competitive link-analysis tools allow researchers to explore competitors’ backlinks and then pursue the most valuable identified link opportunities. Competitive analysis is performed on previously identified competitors as well as new online competitors that clients are unaware of. Competitive analysis is an ongoing SEO strategy that is re-visited on a regular basis throughout the course of an SEO campaign.