It's new American dream. Your website appears in a top spot on Google for your chosen keyword. Next thing you know, orders start coming in faster than you can handle, and you are rolling in money. If only it were so easy, right?
It can be done. I've done it many times in many different industries. There is no secret, but rather, it's just knowing what to do. I've made just about every mistake one can make with a website, but I learned from every setback. If you were only allowed to do one thing to get ranked for your site in Google, without a doubt, all you'd need to do is get links for your site.
Yes, there are many other factors involved in getting your site to a top position. But this is most powerful way as of this writing to get a top spot in Google. It's not just enough to have links pointing to your site, but you need to have your keyword "anchor linked" to your site. Anchor linking is when you use your keyword phrase as click-able text for a link. So, instead of saying "Click Here", you would use "Widgets" as link text.
Now, another point of consideration is determening what keyword/phrase you want to use to get your site found. Most times, people impulsively choose a one word phrase. While this would be a great way to bring traffic to your site, would it bring targeted traffic, with people looking specifically for your product or service? Most times when people type in a one letter keyphrase, they are in beginning of their search.
They may type in "Shoes", but are really looking for "Running Shoes". So, if you have a top ranking for shoes, do you serve that user's needs? Maybe, but they may also be looking for dress, casual, Women's, Men's, Children's, athletic, girl's, boy's, etc. This is why when you begin to optimize your site, you should focus on more targeted keyword phrases.
Suppose you sell a certain brand name of dress shoes. For this example, we'll call famous brand XYZ. So, by getting anchor links as "XYZ Dress Shoes", you are already eliminating those users who are looking for another brand or line of shoe. Next, you need to make sure that page that gets linked contains on page content with "XYZ Dress Shoes". If you would link to a page without relevant content, Google would view this link as possible spam, or more appropriately, irrelevant content.