You can learn plenty about competitors using the Alexa tool
First visit the Alexa.com website and click on the “Site info” tab. Enter your competitors website into the box and click on the Search button.
Click the “Get Details” button and this should open up a page showing some fairly detailed information about the website.
Along the top it shows the headline statistics about this website. You’ll learn the Alexa traffic rank and also regional traffic rank such as in the UK.
Which phrases are your competitors using?
Looking further down is the “Top Search Queries” and this shows which phrases the site has been coming up for and the percentage of search traffic.
Click the more information link and on the next page you’ll see the “High Impact Search Queries”.
Looking down this list you’ll see a list of phrase that are quite popular with this website and these are the type of phrases that your competitors are doing well for.
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Again excellent, this is a light version just enough for them to understand, gotta find an article on Alexa now shocking how many people dont know about it and its crawling abilities.
I find its hard to get students to understand the basics as SEO is the type of thing unless you have interest then you wont keep it up.