I am a part owner of a family restaurant supply business, and I want to take my business online and Im looking at the keyword "restaurant supply", and want to rank it, but find it very confusing. Some websites with 9 backlinks are ahead of websites with 400, some with 400 ahead of ones with 3000/4000. They all use private directories and link exchanges so they don't seem to have a strong backlink profile, but I saw some ranking on page 1 with just 340 links. Is it the on page optimization and content? I've been looking at it for days and to me it looks like they all get most of their links from partner companies and private directories/link requests, most of the competition from page 1-2 uses only those links.