Website ranking factors are determined by search engines at work by using evolving algorithms to assess a website by topic, trust, usability, page load speed, and relevance. This resulting evaluation is used for indexing and to determine which pages to offer in search results to best match user queries. Multiple factors are considered to offer the best possible ranking pages in SERPs. Google is adding ways to use your Google Business Listing more to reach people, which may ultimately reduce levels of dependence on backlinks for page rankings.