Several factors affect a website's ranking in search engine results pages (SERPs). Some of the primary factors include the quality and relevance of content, the website's overall user experience, and the website's authority and credibility. Search engines prefer websites that provide high-quality, informative, and engaging content that answers users' queries and satisfies their needs. Websites that load quickly, are easy to navigate, and offer a positive user experience are also more likely to rank higher in search results. Additionally, search engines take into account the authority and credibility of a website based on the number and quality of inbound links it receives from other authoritative websites in its niche. Other factors that can affect a website's ranking include the website's mobile responsiveness, security, and the use of appropriate and relevant keywords. By paying attention to these factors and continuously optimizing their website, businesses can improve their search engine rankings and drive more traffic to their website.