It’s no secret that SEO is not easy (and it’s not cheap). It takes a ton of effort to earn that top spot on a great majority of SERPs because there are so many others who also want that top spot. Google wants the most relevant entries first, and in many cases there are several entries that would all qualify. It’s SEO that sets you apart and lets you show search engines bots, “hey, I belong here” by revising your site to show them exactly what they need to see.
For some companies, however, it’s not a mad dash to improve SEO for that first spot because that first spot isn’t hard to grasp. Government agencies, certain non-profit organizations, and those who have created a one-of-a-kind product or service don’t have much competition. It’s easy to think: Who needs SEO when you have no competition?