Most likely they have some off-site SEO improvements if they are ranking on the top pages of Google. If they aren’t, then you are already one step ahead. Getting ranked for a keyword globally or locally can increase your business dramatically. Where do people go first to research or look for a service provider? They Google it! Stay ahead of the competition and do your research and start building your links. Check out our Beginners Guide to Link Building
Is my competitor doing it? If not, why should I do it?