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Hi Amelia That's a great answer, thanks a lot. You've basically reaffirmed my own thinking. I'll keep grinding and hope for the best. Thanks again Chris

Great feedback folks. Using Competitors names Is furthest from my mind. I prefer to focus on getting good Organic Search Traffic by ethical means. I was surprised when I came across this issue, because of who's doing it (a major player) and because it's a recent enough tactic of theirs, so I decided to ask for a second opinion. Thanks for these great answers Chris

Good answer We are currently working on a site audit to correct the on-page issues you mention. That said, the volume of traffic they're getting still seems to be unusual v's major and similar sized competitors in their field. Their on-page keyword optimization is below par compared to most. They have virtually no apparent Content Strategy or Social Media presence. This means they're not following Google's guidelines for generating Organic Search Traffic. They are certainly not one of the major players in the world of online accounting so all things considered, the search traffic they're getting seems to be out of the ordinary

I'm so glad my answer was helpful, Chris. Best of luck with your venture!

As Egol said, people might not be bidding on it. That explains the lower cost. As you are looking at those data for different purposes other than PPC ads, make sure you look at the right metrics; don't rely only on those data as they could mislead you.

Again, thanks a lot. Your answer is really usefull to me so I very much appreciate it. Rest assured I won't do anything until I have a well thought strategy, based on thorough research.