SEO in 2017 is definitely a bit different from that in 1997.
The thing that has changed is, there are a lot MORE websites to begin with!
First, I don't really agree with OWSTeam that Google always provides quality. Google provides quality listings PLUS its own products and services. In fact, there have been many cases where websites have been wrongly put down by Google.
How to avert it? SEO not only for Google but also for the other major search engines like Yahoo! Well, just as a safety measure, you know.
Second, you have to understand that in today's market, almost every other website is "quality". They are producing 1000+ blog posts, HD infographics and solid YouTube videos as well. If almost everyone is "quality", then no one is quality, right?
How to solve this? Become the "quality" website that is ubiquitous over the web. Become the website that other quality websites talk about.
Third (and the least popular option I guess), don't SEO at all! Sorry, let me correct it. Don't focus on SEO at all. Rather focus on Direct Marketing to your target market. When your audience starts talking about you, Google automatically notices it and pulls you up to the number one ranking.
Savvy?