Like it or not Google calls the shots and they fine tune what they want with amusingly named algorithms. In 2015 the name was ‘Pigeon’ and that meant your site has to be fast, be Responsive to mobile and be honest. The last named algorithm was ‘Penguin’ but Google alter the algorithm many times a week. There’s much more to it but that’s the core. We never try any tricks to improve results – it’s not worth it. Our SEO will keep you in line with Google and produce results.