In this day and age, benchmarking is extremely important. Knowing how you measure up to others is critical if you are to improve and remain competitive. With regards to your online marketing efforts, benchmarking is the process that can be used as a key identifier to determine how you measure up with your competition. The question becomes which competitors should you be looking at? Many neglect to treat their online competitors and offline competitors as, well as different. Of course in some cases they will be one in the same. However if we look at it from an SEO perspective, your online competitors can differ greatly from your traditional offline competitors.