Many people focus on Search Engine Optimization, or SEO, in order to get to the top of the 1st page of Google. SEO is when you do things to your website, such as add keywords, and have the correct HTML tags and add fresh content, in order to organically get to the top of the 1st page of Google.
However, there is so much competition today it is extremely difficult to organicallyget to the top of the 1st page of Google.
In order to organicallyreach that point, your website has to have everything buttoned up according to Google's algorithms, which change regularly, and you need fresh content updates. Nowadays, they even want to see a correlation with new content and sharing of that content on social media platforms.
On top of that, one of the reasons why it is hard to get to the top of the 1st page of Google is because so many other people are skipping the organic process and they're doing pay-per-click or PPC.
The most common pay PPC program in the world is Google AdWords. PPC is when someone tells Google, "Hey, if you put my website at the top of the 1st page of Google and someone clicks on it, then I'll pay you." They don't have to pay google unless somebody clicks on their website link.
Google charges different rates based on the popularity of the search term and all you do is set a budget. For example, if your budget is $200 and Google charges $20 per the search term you want then you'll have 10 people who click on your website. If they charge $5 for the search term you're looking for then you could have 40 people click on your website. There's more to it, but that's the basic concept.
Nowadays, there's so much competition, in pretty much every category, that the first 3 to 5 websites listed are all PPC.
This does not mean to stop doing SEO because those things are also just good business practices for your website in general. What it does mean though, is if you REALLY want to be at the top of the 1st page of Google, you just have to do PPC.