We are a small company competing for traffic in an industry with more or less one other very large brand. I'm noticing we are getting a descent amount of organic traffic for the competitor's brand name however I haven't done any on-page inclusion or link building for the term. We are using their brand as a keyword in our paid campaigns and seeing potential. I firmly believe we have a superior product. I'm tempted to start going after our competitor's brand as a keyword to skim some of their traffic. My question is how far it too far? Do I actively try to obtain a few anchor text specific backlinks? Dare I use their brand name as a term on our page? Maybe just a simple blog post comparing our two products is more appropriate? Any suggestions are appreciated.
