There are many factors that Google considers when ranking websites in search results, but some of the most important ones include:

Content:

• High-quality content: Google prioritizes informative, fresh, and valuable content that addresses the user's search intent.

• Relevance: Your content should be relevant to the search query. Google uses various techniques to understand the topic and content of your webpage.

• Expertise and Authority: Google values websites that demonstrate expertise, authoritativeness, and trustworthiness (EAT) on a particular topic. This can be achieved by having high-quality content written by credible sources and backed by evidence.

Technical SEO:

• Mobile-friendliness: Websites that display well on mobile devices tend to rank higher as most searches today come from smartphones and tablets.

• Page Speed: Slow loading websites can negatively impact search ranking.

• Security: Google prioritizes secure websites that use HTTPS encryption.

On-page SEO:

• Keywords: While keyword stuffing is no longer recommended, including relevant keywords throughout your content (title tags, headings, and naturally within the content itself) helps Google understand the topic of your webpage.

• Title tags and Meta descriptions: Clear and concise title tags and meta descriptions that accurately reflect your content can improve click-through rates (CTR) which can be a positive ranking signal for Google.

• Internal Linking: Linking to relevant pages within your website helps search engines understand the structure of your site and improves user navigation.

Off-page SEO:

Backlinks: Backlinks are links from other websites to your website. Google considers backlinks as a sign of trust and authority. The quality and relevance of the websites linking to yours matter more than the number of backlinks.

User Experience:

• Engaging content: Content that keeps users engaged on your site for longer can be a positive ranking factor.

• Clear and concise navigation: Users should be able to easily find the information they're looking for on your website.

It's important to remember that Google's search algorithm is complex and constantly evolving. While these are some of the confirmed ranking factors, the exact formula Google uses is not publicly known. The focus should be on creating a high-quality website with valuable content that provides a good user experience. Further, you can contact a Google Sites designer for more information.