Keywords that your customers use when searching, bring them to your website. Back linking from relevant sites with variants of keyword terms in your anchor text, does play a part in the ranking of web pages.So, what I can do for your company is analyse your competition and:Show you your 3 main competitors in Google and tell you where you and they rank for a keyword or landing page for 3 different pages that you choose.Tell you the amount of anchor text used from external links to those web pages, so you can see a number next to each keyword, which will show you the linking strategies.Show you around 9 other keywords that all your competitors are using to target those pages.Give you a list of every site that your 3 competitors have ever linked from.