If your site is not mobile-friendly, HTTPS, and at least as fast as your competition, don't expect to rank.
Focus on matching searcher intent to the keywords you are trying to rank for. Take notice if all the top results for a given search phrase are informational results or shopping results. Adjust the pages on your site accordingly.
Getting back links from topically relevant sites is still important, no matter what anyone says. Not just any old back links will suffice. I would be looking for back links to your site that you would seek, even if search engines did not exist.