While optimizing the pages of your web site is important, you will improve your search results even more by having links from other sites to yours. Inbound links are a great source of referral traffic and they will influence your site's rankings as well.
Google was the first search engine to include inbound links as a ranking factor. They view a link from one site to another as a "vote" for the destination site. The more "votes' you have the more your site is considered authoritative.
Researching your competitors' links can reveal identifying link opportunities that be useful for you SEO.
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