Google relies on PageRank to prioritize the results of web searches. While the algorithm is shrouded in secrecy they do throw the SEO community a bone every once in a while shining light on what variables do what and also what changes we can expect in the future. You can also try and test new methods while comparing and contrasting them with other SEO experts. As a business owner you don't have time to do this - You just need to find a digital marketing company who can do this for you.