There are many different elements of a website that can have an effect on SEO. These are often described as ‘ranking factors’ as they help to increase your website’s rankings in search results. Search engines’ number one goal is to serve results to their users that are accurate and reliable, so that people keep using their service. So, search engines release advice on what it is they’re looking for when they decide how to rank a website, or what they deem these ‘ranking factors’ to be. Common ranking factors include site speed and security, content, user experience and the quality of links that point to your website.