Most important factor in seo is to follow search engines guidelines and white hat seo. use ethical way to optimize the site other for getting the higher rank in Google do on page and off page optimization. SMO will helps to improve traffic to your site.
I think the question is composed in a wrong way. There is no single point in SEO which can be specified as the most important factor in ranking high on google. Each and every white hat techniques for SEO as per latest google algorithm updates are most important factors in ranking a website high on google. It would have been better if the question was asked as "What is the least important factor in ranking website high on google?"What is the most important factor in ranking website high on Google?
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