Money, Money, Money
Out competitors get the 'first rank' in google search because of google ads - I have seen the people involved in evaluating and recommending products have very little knowledge of search engines, know absolutely no difference between sponsored ads and search results. I tell this to my boss and he wants to know 'the basis for this'. I wanted to show him as an example, but did not. He believed me after an hour of explanation that 'pay per click' is the same as 'google ads' and that needs money.
I was always taught you have to spend money to make money, but no one believes in that here. If anything is for free, you have to milk it as much as you can, even if it becomes dry. I know one company that dropped its free demo after my boss 'took advantage of it'; My boss knows the owner of the company, so that guy did this, rather than ask my boss to stop extending the demo and pay for its use. Hmm!