There is nothing wrong with looking at your competition to see what they are doing right (or wrong). While we pride ourselves on innovative solutions, there may be times to let others pioneer the way for you.
Competitive analysis saves time and money by leveraging the hard work and dollars spent by others. Depth of the analysis varies from case to case; however, among the introductory services TMA offers, is "reverse engineering" of a competitor's web site.
TMA can run a competitive analysis of your top 10 online competitors and break down what they are doing to get first page results, as well as list out item by item the actions you need to take to go head-to-head with them.