Everybody wants the same thing when it comes to SEO. They want their website to sit comfortably atop the Google results page.
The objective is clear, but there's a lot of confusion over how to achieve it. To put it simply, the key to great SEO is great content. Content that people naturally will want to read, share and engage with. Search engines want to give their users what they're looking for, you need to write content for your users, not Google.
For more information on the importance of content for SEO, check out the infographic from Brafton below.