Everyone wants to be on top pages of search engines or
search giants, to rank their website or product high, so that
they get big audience, this is the organic way. Being very
beneficial, but has let to a big competition. The search giants
have developed many complex algorithms to evaluate the
competition and bring out the best results for the searches, i.e.
the user gets exactly what he/she is looking for. Google for
instance had 200+ criteria to rank a website, only if the website
meets the criteria and is much better than other competitive
websites, i.e. the website is more relevant than other websites,
it will rank on top SERP. So concluding, this is a race that
every competitor wants to win, and retain that position.