To investigate the competence of one is the most popular content creation today and is being used by many Internet marketers. The reason is very simple - you need to know the qualifications of their competence to be able to beat them. If you have acquired a certain range of the search results for a particular keyword, they did so with a known number of websites devoted to that keyword, a keyword density and known with a known number of backlinks. Knowing these statistics, it will be easier for you to realize where you stand and what action to take if you want to claim the top spot.
Analysis of their opponents will also let you see what they are doing well and what they have lost to, which can exploit. You should visit their websites and try to think like a normal user - so this site has to offer and how information is presented to visitors. Pay special attention to landing pages that are competing for the same keyword you. Evaluate the content presented there, and the number of supporting pages that link to landing, and the average number of words in each. Note if there is some element of special content that can not be found elsewhere and is of particular importance to their sector.
Do not see your competition sites and the patterns to be imitated. Instead, try to find gaps in information that can be used and emphasize on your site, thus offering something of value to visitors that your competitors do not.
You will decide what changes should be made on your own website based on the overall comparison and the overall impression that you purchased. You should especially look for ways to stand out, be different and offer something your competition does not - and the depth of information, service quality, the uniqueness of their products and so on.
However you need to get first the point where they are now, if you are way ahead of you. Therefore, pay special attention to what techniques they are using for their own marketing and how well they are linked to other websites and resources. Besides the quality of content, this is also something that will work.
In short, make sure your website offers nothing less than their competitors do, but in his own unique way and then try to find a way to set your website apart.