In my experience (marketing at a small tech company), you can get results even for reasonably competitive terms. The difference is in giving a quality answer to

In my experience (marketing at a small tech company), you can get results even for reasonably competitive terms. The difference is in giving a quality answer to the query. Many (most?) tech companies fill their sites with low-quality, jargon-filled pages that don't actually answer questions - either becuase they're written by marketers with a poor grasp of the technology, or because they don't want to 'give away' their expertise. If you actually answer the question in a reasonably full way, there is nothing to stop you ranking highly. Google values valuable content.