In order to rank high in a search on Google, your site needs to have both on-page SEO and off-page SEO. On page SEO involves things like maintaining optimal keyword density, having your keyword in the title, etc. However, much more important than this on-page SEO is the off-page work, which most people fail at. Off-page SEO comes down to backlinks. Backlinks tell google that the site giving you the backlink is more or less giving a vote for your website. If that backlink uses the keyword you want as anchor text, this is the bes situation, as then that site is telling Google that it really thinks your site is a good site about that keyword. Thus, you need to get a good amount of quality backlinks in order to rank well in Google for most keywords out there. If you want to learn about backlinks more, please visit: backlinks.