If you talk to a room full of veteran digital marketers, a topic that eventually comes up is competition — specifically, the fact that our competition in search is often not immediately obvious.
You can miss out on understanding your online competition for a few different reasons. For example, marketers sometimes erroneously assume that brick-and-mortar competitors are the same as online competitors. Sometimes, your site might end up competing with publications in SERPs, even if you’re a retailer or B2B. Sometimes, the competition is right under your nose, and you don’t even realize it.