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It is related to how your website gets picked up by search engines such as Google. Optimizing your SEO allows Google to rank your website higher, giving it more chance of being clicked.
Ranking higher on a search engine is all about having a good, relevant website, with domain authority. The objective is to rank highly and have more keywords.
Ensure your website is built well with no technical issues
Have relevant content using key phrases
Leverage authority through backlinks
Have a fast loading website
Use additional information like maps and phone numbers
Build targeted pages
Support new technology
Make it easy for google by using meta tags and h1 tags
Notify Google about your page