Search engines crawl websites and their pages to review a variety of factors like content, links, images, speed, architecture, and security. Ultimately, search engines want to rank websites and pages from websites that offer high-quality, unique content that can be easily accessed by anyone.
For every single keyword search, search engines will process on-page and off-page SEO factors to rank the websites that provide the best solution for each search query.
What do Search Engines Look For?
Search engines are first going to look at each individual search query to try to understand user intent. From there, search engines will use the websites and the pages they have crawled to return results that will satisfy the searcher. Websites that are user-friendly, easy to navigate, linked to from other websites, and that provide comprehensive solutions with their content will rank high in the SERPs.