Understanding how seriously competitors treat organic search can help you decide how strongly to lean into your own Information Center. You do not need advanced tools to see the basics.

Look at their visible content footprint

• Check how often new articles appear on their site.
• See whether they organize content by topics and questions.
• Note if they have clear resource, insight, or Information Center sections.

If competitors rarely publish or organize content, that may be an opening for you.

Search for key questions in your market

• Type natural language questions into search that your buyers would ask.
• See whether competitor sites appear with helpful answers.
• Pay attention to which domains show up again and again.

If you see gaps, your Information Center can fill them. If you see competitors with strong coverage, you can plan to match and then surpass their depth and structure over time.