Likewise, it goes the other way as well. Competitors aren’t always the same for organic and paid search.

Plus, they change over time based on SEO tactics and algorithm changes.

Sharing historical and current competitor data can help understand the opportunity for rankings and bids.

Both SEO and PPC can utilize insights into who the top competitors are, how much focus they’re putting into search, and how individual keywords differ in terms of focus.

Knowing where competitors are spending money and jockeying for position can help set expectations on how hard it will be to rank and how much it will cost to advertise.