Well, the answer to this is quite simple. Evolution.
With the market ever changing and evolving, whatever market or industry that may be, companies must learn to adapt and change with it.
If your business is only just starting out, then your competition will most likely be ranking higher than yours in search engines, have more content, be exploring niche keywords etc. It’s because of this that companies must stay on top of crucial changes within the market that could impact your business both negatively and positively