Back in 2010, I grab the yellow pages and check out my competition. What was I looking for?

1. What they offered
2. What they specialized in
3. Where they plumbed (Service Area's)
4. How many employee's ect.

Then I did the same on the internet. I check there sites, pulled their keywords and meta tags. Who designed there sites ect.
I found out how my competitors advertise and where locally and if they hired an SEO company.
The answer...