Our main competitor is http://www.hookah-shisha.com. As you'll see from their site it's not well optimized nor do they have an abundance of IBL.

Both of our two main keywords are "hookah" and "shisha". If you Google those two keywords you'll see that they come up #1 for both. These #1 rankings have remained every day for over two years and have not moved a single spot.

Also note the extra links below their result:

Hookah Pipes - Discounted Items!!
Hookah Coals - Shisha Tobacco
More results from www.hookah-shisha.com »

What are these extra links and how do they achieve them? I've never seen such extra links and it almost appears they are purchased.

So my questions are as follows; how are they achieving #1 ranking for over two years without ever moving and how are they achieving the extra links below their results?