Craft High Quality Original Web Page Content.

The Search Central people at Google talk a lot about creating helpful people-first content. And there is a reason for that.

If someone asked me what the most important thing a website owner can do to help rank their website higher in Google is, I'd say it is to write the best web page content you can. 

You need to give your visitors the best experience possible, and one of the simplest ways to do that is by providing them with everything they need on each web page.

Google have written a whole guide on this.

It's not just me saying this. The Google Search Central SEO Fundamentals document emphasises providing a great page experience for visitors. It also goes on to say you need to always create people-first content for your website and absolutely not search engine-first content.