You are marketing to the same customers and for the most part you need to keep up on your competitors marketing or they get ahead of you to outrank you in Google if they are not already.
Signining up to Google Alerts sends you an email every day if there are new links found and where they are so that you can go and try to place your own link as well. The Google Alerts page is at http://www.google.com/alerts
The alerts interface is easy to use. Just put in your search term and your email then click Save Alert. Keep all of the other settings to the defaults.
Learn more about Google Alerts
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