Competition matters: The first three search results get 75% of the traffic. It’s either you or them.
Constant change: Competitors go after different keyword groups each quarter, it’s a moving target.
Waste less $ on paid: Marketers often fill organic search gaps with paid search which is expensive, unsustainable, and can lead to bidding wars.
Know thy enemy: Or, maybe you lack awareness of which search battlegrounds competitors are on in the first place.