In search engine optimization, competition analysis is important as much as the work you need to put into improvements.
SEO would not exist without competitors and for this reason, being able to rank on the first page on Google, Bing and other search engines is not just satisfying for you as a client, but it’s mandatory.
Users trusts Google and search engines that they show best results they can according to the information they have. This is probably why 90% of users are only looking at the first page of Google results and most of them find what they are looking for in the top 5 results.
Improving the rank of the website through SEO doesn’t involve just the work on the website. We need to show to search engines that your website, brand or product is exactly what they are looking for based on social networks, popularity, visits etc.