My competitor is pulling ahead. My analysis shows many internal backward links to his site map page.
The backward links are from the same sitemap page but have different url endings like domaindotcom/default.asp?ws=39&action=link2 They almost look like tracking urls of some sort. There are tens of these all pointing to the same sitemap page.
To make matters worse (for me), the sitemap page has five or more sets of keyword linking to each city and state.
I don't think these urls are used for anything but to inflate his links. It seems to be working.
What should I make of this? Wouldn't this be risky or should I play tit for tat?