There used to be a lot of tricks to getting in the top 20 results of a net search.
Search engines are in business.
They increase traffic to their door and by so doing, increase the opportunity to increase sales. Search engines increase traffic to their door and then make their money from selling advertising and other promotional services. A search engine is a business. The first thing they are interested in is Customer Service. As such, they are going to listen to the customer when he complains that you put the word 'sex' in your file and the site has nothing to do with sex.