As mentioned, analyzing your competition for keyword optimization is beneficial.
In the same way, if you analyze the competition for valuable links you have been missing out on, you can get tons of information. Try to conduct a link gap analysis. For instance, identify your competition for your targeted keyword, choose the top-ranking URL, utilize a link research tool to identify pages that link to them. If you find a page that links to several ranking pages, it might be a credible source page. Create high-quality content that links to these source pages. Avoid broken links and examine your website thoroughly as described in chapter three to weed them out.