I am targeting a niche and am in the top 5 for a lot of my keyword phrases in Google. There is one site that shows up consistently above me on every search. I am going to try to move myself up the list by getting backlinks. Let's pretend for this discussion that the niche is related to dog products. In the particular niche that I'm working in, I've sub-niched out. So for example, my biggest competitor might have a massive dog site showcasing lots of different dog products, while I'm targeting dog collars only. When I'm trying to determine how many backlinks I'm up against with the other site in the SERP's do I need to look at the backlinks for their entire site or only at the backlinks for their-site.com/dog-collars? I'm hoping it's the latter because that would be a LOT easier to conquer than the many, many links they have to their main page. Thanks!