SEO is just tweaking what is already there to your own benefit and trying to get yourself heard just like the real world, it is... in an online sense... 'word of mouth'
If there were two accountants on the same street in Edinburgh side by side and one of them put up a nicer sign that stuck out and caught peoples attention and also gave out flyers and promoted themsleves while the other one complained about lack of business even though they shared the same street you would have
no sympathy, you cannot expect to rank in Google without a little effort and if you put it in and your neighbour complains they are not getting the same love you wouldn't shed a tear, after all it is business,
no one has the right to a high ranking.