CONTENT IS KING.....first rule of winning the top spot on Google! That being said, it has to be relevant to your business and the good news is that now more than ever before it is easier. A few years ago, you had to add keywords and force-feed the information. Now the "robots" can understand natural sentence structure like never before and Google anticipates that by 2020 more than 40% of all search will be verbal! Also, more than 50 Billion mobile devices will be in the hands of your consumers! Get ready!
For you that is a WIN-WIN because marketing will be easier than ever before and more cost effective as you can pivot in minutes to attract customers IF YOU ARE READY. Now, there are more factors at play as Google has become quite complex in their rankings as their customers have evolved, however, if you look at how you utilize search it will make more sense to you. SEO will always be shrouded in mystery but at the base it is all based on simple cornerstones. Take a look.