Search engine optimization is a lot like a Rubix cube. You have to get the pieces just right to succeed at it. But the thing with SEO is that it is a field that can be challenging because it's always changing. However, there are best practices that are pretty constant. And if you follow them, you can improve your organic visibility. But since Google's algorithm is ever-evolving, most people will overlook a lot of what can cause one site to outrank another site.