That's been the thorn in independent or small businesses paw as of late
How do Google define 'best' - again it's by popularity, linkbacks, who's trending/talking about you, where are you active on social media, what reputable businesses are talking about you etc....
They can't automatically define 'content' on it's own merit. If it was, we'd all stand a better chance!
To get there you either need a lot of luck, large pockets (for advertising to become known) or already heavily established. Meaning big businesses get to the top of the engines rather than being a level playing field.