Increase the share of organic traffic contributing to sales to offset their dependence on monthly PPC spending, which had reached $20k/month. Direction.com also compared various competitor keywords to their client’s to identify areas for enhancement and adjust their SEO strategy accordingly. The content strategy Direction.com deployed was tailored specifically for their client’s target audience. When sourcing backlinks, Direction.com focused mostly on sites with high domain authority, quality monthly organic traffic, and relevancy. : By monitoring the activities of your direct rivals, you can identify ways to improve your keyword strategy, content, and backlink profile.