There is no way around the fact that organic search is a cutthroat arena. In light of this, it is very necessary to have a comprehensive understanding of the overall competitive environment. It is difficult to even begin to identify all of your competitors in the search engine results pages (SERPs) for businesses that operate in multiple locations, rank on a large number of keywords, have multiple products, or operate under different brand names. This makes it difficult to even begin to scratch the surface of the problem. In addition, it is not enough to only consider your top three most obvious competitors.