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Anchor text is a major ranking factor – it is hard to manipulate (at least it is getting harder now after Google started its anti-paid-links war and got really good at spotting link schemes). Thus by exploring the anchor text of the site backlinks, you will:

get an idea of the competitors’ link ...

Picking your keywords is vital in an effective search engine positioning strategy. After all, being able to anticipate which keywords your customers will be using to find you gives you the foundation on your positioning strategy. It's important to always approach this from the point of view of ...