“Who are your competitors?” asks the Online Marketing consultant to the new SEO client. “Company XYZ and 123” says the VP of Marketing. The consultant goes to Google and does a few searches on the key solutions offered by the client’s business. Company XYZ and Company 123 are nowhere to be found in the search results.
This situation happens a lot in the search marketing world. Companies tend to see competitors solely as who they bump up against when going after new business, or who prospects say they are also considering. But in the search world, the competition extends beyond other companies in your industry. It also includes any kind of content or information source that appears in search results wherever prospects are looking.