Page one ranking for one person will not be the same for another; your location, device and search history will be a few of many query factors that will now determine where your website will sit in search results.
That being said, "keywords are not dead!" The latest report by Google Search Consoles shares insights that using the Google Keyword Planning tool to connect you with your ideal client is still extremely valuable data - but - it is how you leverage this information and ideal customer information in your blogging and content marketing strategy that will get you into those personalised page one search results.
Ultimately, Google will deliver results that are personalized to a user based on their search history. This means that if I were to search for a query like “electric cars” and I’d previously been browsing the Tesla website, it’s a possibility that Google would tailor the rankings of the search results to show Tesla near the top. This wouldn’t be the case for someone that hasn’t previously visited Tesla’s website, which makes it very tough to determine which website actually ranks #1 (because it can be different from one person to the next).