Google providing quality websites to its searchers was created on a premise similar to that paper we wrote back in high school or college.
What are you saying about your business? What do you provide? What is your evidence?
Who has shared your content? Who is finding your content and finding it useful? Who is backlinking to it?
90% of all online experiences begin with a search engine
70% of the links search users click on are organic
Search is the #1 driver of traffic to content sites beating social media by more than 300%