There is a bright side and a dark side also known as white hat SEO and black hat SEO fighting to be ranked higher and better on search engine results page (SERP). We don’t dwell in black hat SEO techniques as they are a big no-no which will get your site banned as per Google's guidelines.
If SEO was easy, everyone would be ranking on the first page. Achieving a good rank on search engine result page (SERP) is all mix of math, science, and creativity. But all in all, the best way to do it to create pages for your users and not search engines. A thorough compete analysis gives you a clear idea of keywords and their relevance, backlink strategy and other useful data to have a clear understanding of the competitiveness.
For better ranking and Google to like you more, make sure your website is responsive and mobile friendly, Google has a special place in its heart for mobile-friendly sites which includes content that is optimized and placed well. What really powers you is your backlink game, but it has to be relevant, you can’t fool Google with fake backlinks (you think you are smarter than Google? The answer is no). In simple words, your SEO strategy should be a balance of building relevant keyword focused content and valid backlinks and mentions.