One online marketing approach is to try to find words and phrases to use on your pages that you believe your customers will likely use to find your site while using a search engine, and that you expect they will want to see on those pages, and incorporate those words into your pages.
While that is fine and good, you can also find out some interesting things about the folks you believe are your competitors by looking at the words that they may have decided to focus upon within their pages.
If you want to play along at home, here is a method to use to explore whom you think you are competing with, and whom you really are competing with, when you target certain keywords (or do keyword research.)
1. Take three sites that you think are your online competitors