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Trust. Relevance. Authority
Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?
Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given.
Performance: How fast is your site and does it work properly?
Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that’s available?
User Experience: How does the site look? Is it easy to navigate around? Does it look safe?