Focus on quality content
Although SEO is important, quality content remains the most important aspect of any online marketing strategy.
Google is providing a service to those who are searching the Internet, so it will always be committed to providing what it thinks is the most relevant content for every search. That can sometimes leave small businesses behind, no matter how thorough the SEO strategy.
In addition, Google will not rank a site that does not contain quality content, no matter what keywords are used, how often they appear in the content, or how much internal linking is done. Good content that is promoted using other channels will attract an audience, which can increase SEO efforts through inbound linking, which in turn will increase its ranking.
Ranking on search engines, like Google, is important, but it is not the only place a website can get organic traffic. There are many other websites where a company or business can rank well and point traffic to their website. For example, many users head directly to Amazon when searching for a product. A business would do well to partner with Amazon so their products reach a wider audience.
Etsy is another great place for businesses to establish a presence as a way to point people back to their website. These are both examples of marketing efforts that can drive traffic to a website without the need for search engine optimization (SEO).