It’s all related to the quality of the work and content offered on a website. Take a moment to think about it: when was the last time you performed a single search for content on a unique topic with different wording and got vastly different results? Wording matters, excellent and relevant content matter.
A solid SEO strategy will have optimization as an ongoing goal. Optimization means a single thing: your website must be easy to access from every single point of view. It doesn’t have to do with design alone.