I just took a free webinar Nov. 9, 2016, on "How to get on the first page of Google" from www.bizlaunch.com Bizlaunch does almost weekly free webinars, in exchange for your email address, which is how bizlaunch makes money. The webinar on "first page of Google" was quite interesting, and the guest presenter was from a Search Engine Optimization (SEO) company that started doing things all wrong "Black Hat". He did make a lot of money, but Google changed and all his business disappeared too. So now he does only White Hat SEO. Here's some of what I learned in 50 minutes.
91.5% of people don't look past the 1st page of a Google search, 4.8% for 2nd page, 1.1% for 3rd, and only 0.4% will go to a 4th page of a Google search. So if you are not on the 1st page, you are missing most people.
Google in 2015, started boosting ranks of websites, because they are mobile friendly, so get a mobile freindly website. Local Google Maps is extremely important for searchs. Make sure you have claimed your business on Google.
There were a bunch of great links on Competition Analysis like www.ahefs.com, Backlinkwatch.com, SEMRush.com , and Google Keyword Planner. All of these things are free. Also free are Google Analytics, Google Webmaster Tools, Google Speed Test, Copyscape (you don't want your copy stolen, and google frowns on you steal others too).
His top things to help your own SEO were, start a blog, get a Google My Business signed up, get local citations (YP, Yelp and such), do press releases, guest posts, and use sponsorships to get good backlinks for your webpage.
He didn't mention that Google also looks at how long a webpage has been online to help SEO and page rank, so get on sooner than later.