A fundamental difference between your competition, and your approach to SEO may become (and should become) your drive to rank results (your products and brand) in order to provide a tacit improvement to the search queries that visitors may seek on a search engine.
In the past year a lot of articles have appeared in the SEO community claiming wrongly that Google is intent on ending once and for all SEO by showing the question/answer accordion boxes which allow people to stay on Google and not have to visit outside sites for a quick answer.
This option comes with the impressive use of videos queued and ready at exactly the place where the speaker states an answer to the search. This involves the use of on-page-anchor-style "link to fragment" (allows for linking to exactly the searched for answer/text on a page). *
Google is clearly trying to get information to users. Some of those writing about these accordion boxes and videos embedded in the search results (often taking up space BEFORE the classic links to websites) miss the point totally. They write that Google wants to "keep users on Google". No! The marketing model (the way Google has made money) is clicking to paid links. So, this use of the accordion boxes might be said to be slightly counter-intuitive for their business model. Yet, their business model has been clearly thought through. What they want first and foremost is to give the user of their product control on RAPID, CLEAR, AUTHORITY information. And this, to them, rightly is worth replacing the space usually held by sponsored links with accordion boxes.
Take time to make case studies, or other extra content. Prove to Google your devotion to making your site a place of sincere information sharing. Become part of the ever growing source of quality knowledge the world is starting to expect to obtain in the top ten results.
What Google is allowing you to do today is be part of a radical shift to making the internet more useful.
* A geek will want to know that "The Text Fragments proposal adds support for specifying a text snippet in the URL hash. When navigating to a URL with such a text fragment, the user agent can emphasize and/or bring it to the user's attention" - Source - A link, for the sake of an example looks like:
Also note: a text fragment matching is case-insensitive. The full syntax is "#:~:text=[prefix-,]textStart[,textEnd][,-suffix]" but do not worry about this! You can go to the Chrome Web Store and get a link-to-text-fragment extension which will turn to yellow highlight text you select and give you a copy and paste long URL (with the right syntax). See: Link to Text Fragment extension demo.
In addition to these changes there is a whole range of AI related search tweaks taking place.
https://commonknowledge.appspot.com/create and see information about Journalist Studio which premieres with two new tools for reporters