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Starting out, I only look at competitors. I add their links where I can. And then I add more of my own unique ones to top them. After you have been doing that a log time, you want to start checking your own and see if they are still good, and make sure they are credible with Google. A bad backlink can actually count against you. banks and lending institutions used to have backlinks on pages from offshore gambling accounts and websites. this actually hurt their credibility worth Google and after the Penguin and Panda updates some banks found themselves pushed back several pages. That's why SEO audits are good for companies that already have links built.
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