I’ve noticed that many digital marketers tend to keep their heads down, laser-focused on their own site’s position in the SERPs.
Some do so more by necessity than by choice, because budgets and headcount are limited, and there is more than enough to do in moving their own websites up the search rankings. Others do so willingly because, as the thinking goes, the best bet is to focus on my own progress, and worrying about what my competitors are (or are not) doing serves only to distract.
As an approach, focusing exclusively on one’s own efforts is not without merit. But looking up and taking in your surroundings in the SERPs can have both strategic and tactical benefits.