At least, writing and posting original articles will make the search engine always come and the search engine really likes it. The whole website will be index if the owner can constantly update with the newest news. Using the ads will also help the leads come to that website, but that will depend on the keywords that compete with the other websites. The keyword that does not have many competitors is important to easily get the number one position on page one. The richest buy ads and hire SEO experts because they do not have much time to manage and monetize their website but that will not guarantee good results.
The blackhat methods will not give a good long-term result because the search engine will always upgrade themselves. But yes, if that is just for the short term, the blackhat methods could help them.
We talking here about strategies in SEO. I just pointed out a few details regarding the content and paid ads. I will try to simplify.
A good article is probably the best start to raise the rank, but without an occasional update, it will begin to be considered as another semi-useful text on the internet. thus losing its SEO rank strength.
Paid ads bring more traffic. more traffic will improve rank for sure, but after you stop paying ads there will also be a drop in traffic which in turn has a negative effect on rank.
SEO strategy can be very complicated without a proper understanding and can very easily go in the opposite direction.
You are right. I already mention writing and posting original articles constantly, which can raise the rank because the search engine loves to see new things that are original than the other article already modified from the other website. Besides articles, you can use videos or other content that will be useful for your visitor because they want to see the original idea or something they are looking for. That will help SEO rank strength. So I would say that content is king and that is the basic SEO strategy.
Paid ads are targeted to one or two or more keywords. For example, if one website wants to promote a t-shirt because he is a store online that selling t-shirt. He will use a keyword t-shirt with long-tail keywords which have low competitors. But you can use that keyword to gain more visitors by having original content related to that keyword which has low competitors. That means you do not need paid ads.
But if you can do it using free and not paid, you better try with the free than to pay the ads. That is what someone will do if he does not have much money to pay for the ads. We can get a better position in search engines with many visitors. That can only do that with having creative content that is original, fresh, and not modifying articles or content from the other websites. But that will depend on you.
You can see in the search engine if we want to search about how to prevent the virus, we will see a bunch of useless links and we need to spend much time to get what we want. But SEO strategy is too wide to discuss.
