The Google search engine is designed to deliver users the best possible return for their search results.
Google has a big list of requirements - the factors within its algorithm that helps deliver a fair result for users first - that it uses to build its index fairly, so that the best results are returned for the search term or terms that is input. Anyone thinking SEO must work WITH these factors. These algorithm elements are designed to level the playing field and be as relevant as it can for users. The algorithm is something to work with, not against.
It always helps to know as much as you can when strategising, so, here's a breakdown of information about the search engine to give it some context (thanks to the wonderful SEO guru, Kate Toon for these numeric nuggets)
SEO is an infinite game. Search engines are constantly changing and reworking, ensuring the results they serve are for the people who search, not for the businesses trying to get to page 1. Long may this be so - that's what ad words is for. Organic search results are the most trusted entities and propel the most engagement and sales. Work with google but build content for humans, because that is who Google is set to serve.