Search engines like Google look at two things when evaluating a website and deciding where to rank it - relevance and trust. Relevance takes into account the quality of content on a website and the code behind the scenes.
Building relevance means optimizing the code and making sure the content accurately represents the business and the brand. Trust refers to how many other sites on the internet link back to a site.
If a large number of high-quality sites point back to it and your content satisfies the searcher’s intent then the Google algorithm will start to trust it more and move it up in the rankings.