The exact ranking factors used by search engines are not disclosed, and they can change over time. However, there are several factors that are widely considered to be important in determining how a website is ranked in search engine results pages (SERPs).
1. Relevance: Search engines look for websites that are relevant to the search query, and that provide valuable and informative content for users.
2. Content Quality: Search engines favor high-quality, well-written, and original content that is optimized for the target keywords.
3. Keyword Optimization: Search engines use keywords to understand what a website is about, and to determine its relevance for specific searches. Keyword optimization involves using relevant keywords in the content, meta tags, and other elements of a website.
4. Backlinks: Search engines consider the number and quality of backlinks that a website has as a measure of its authority and popularity. High-quality backlinks from other reputable websites can significantly improve a website's ranking.
5. User Experience: Search engines want to provide their users with a positive experience, and they take into account various factors such as website speed, mobile responsiveness, and user engagement when determining rankings.
6. Social Signals: Search engines are also starting to take into account social signals, such as the number of likes, shares, and followers a website has on social media platforms.
These are just some of the most important ranking factors used by search engines. It's worth noting that no single factor determines a website's ranking, and that the combination of multiple factors is used to determine where a website will appear in search engine results pages.