Consistent content that has a lot of value. If you can consistently create fresh content that helps people with the biggest problems in your niche, improves their lives, saves them money, entertains them, or makes them happier with life - you'll win on search engines.
Of course, some keyword research and placement are helpful, but there is no more reason to overdo it anymore. Algorithms are smarter than we think, especially now that AI is starting to get heavier utilization.