Google is the top traffic referrer on the web. When you compare the “organic” opportunity on search as a marketing channel, it overshadows social media by leaps and bounds — estimates say it’s over 1000%. Indeed, data from 2017 revealed that there are almost 20x traffic opportunities in SEO compared with Google’s own PPC.
But for a few years now, Google also has started competing with organic listings. It’s increasing the amount of visibility of its own properties (YouTube, Google Maps, and the like) in SERPs. Further, in lieu of providing direct answers to searcher’s questions in the form of