Your business is in one of two places online: you're either ranking at the top with a big bulls-eye on your back, or you're below the top spot, trying to figure out how to get there. One way to get yourself to be better at anything is to study how the leaders got where they are. The good news is that, on the internet, a lot of websites are ranking in the top spots by default, which means they're not really doing anything great, they're just not as bad as the rest of their competitors.
Here's a quick analogy:
Let's say you and your buddy are out on a hike in the woods. You're having a good time checking out the scenery, looking at the wildlife, until, suddenly, a bear pops out of the woods and starts to chase you both.
Understanding Your Competitors' Sites