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One can set that benchmarking feature in google analytics to check how effective is its marketing strategy. Benchmarking gets you to see the information about your site, compared to your competitors. Something like that in short.
Personally i would not go into link exchange, not even one way link exchange. But thats just me and does not mean you cannot benefit from it. If decided to try it, i would suggest, you make a new sub-page just for that purpose(the exchange links) and preferably link that …
thnx rwsseo, the SEMrush site looks pretty awesome. I`ve just registered with it. Anyway, lookn for competitions backlinks and its anchor text also gives a pretty good idea on what keywords they`re targeting.
According to Matt Cutts, somewhere in this youtube video [url]http://www.youtube.com/watch?v=UxTmZulcQZ0&feature=player_embedded[/url] , .edu and .gov domains dont carry much weight on quality backinks by it self.
The End.