A common mistake that business owners make is trying to target too many keywords at once and before you know it, the budget runs out before even ranking any keyword on the first page.
The evidence is there on the 2nd page of your keyword. These are companies who have run out of budget to last long enough for the SEO campaign and now they remain invisible on the 2nd page and they will gradually drop even further as more people start their SEO campaigns.
Please note that the Return of investment for any keyword that doesn't rank in #1-#5 is effectively ZERO. It doesn't matter how much you spend on the campaign.
You can spend $100,000 to target 100 keywords, if none of that ranks, your campaign is a massive failure.A more sustainable way is to focus on just ranking one keyword then make a profit from it and use the subsequent profits to reinvest in other keywords.
SEO agencies resort to stuffing many keywords and "filler links" to make their packages look larger because most clients are not knowledgable previous quantity over quality.
That is why we only work with knowledgable clients that can think strategically.