I realize that spying on the competition may not seem to be of great importance when taken as a stand-alone SEO concept without understanding what you can actually glean from doing so, or knowing what insights the available tools can offer.
 
This post will try to demystify the issue.
 
Why Spying on the Online Competition Can Benefit [...]

For the number of big brands that do employ PPC effectively, there is a greater number that do not employ it effectively, or who do not employ it at all. Here are 6 specific data points that might be of interest to the latter group:
 

10% 1 to 20% 2 of consumers are strongly influenced by [...]

Paid Search is not about ROI. Technically, it’s not about Return on Ad Spend (ROAS) or conversions either. Paid Search should be about profit. Excuse the SEMI version of Finance 101 here but it’s for a reason. Bear with me…
• ROI = Profit / costs x 100
• Profit = Revenue - Costs
Companies are interested [...]