I've always said that to be good at SEO, you have to think like Google. That's not easy to do. They have many smart people constantly working on making their search better. There's basically a change to their search results algorithm every day - sometimes twice a day. They ran over 20k experiments and tests in one year to make search better. Check out this video:
So what's a person to do? How can you manipulate Google's search algorithm so that your website shows up at the top?
Basically, don't think like that. Don't think about manipulation. Google will keep working so that they give people using Google for searching the best results. Your job is to create a page that Goole wants to give as the best result. It's that simple. That's how you think like Google. Give Google what Google wants - great content.
Content is still king. The time and money you put into great content on your website will pay dividends for years and years to come. You can't say that about a 30 second ad on the radio or TV (or even newspapers or magazines). Those ads are there and then gone. The smart business owner heavily invests in their website. Hire good copywriters and spend time and do research for your website content. Make it the best possible content out there.