Search engine optimization for the purpose of increasing the location and number of links on a search engine results page, or SERP, requires finesse, perseverance and continual learning. Search engines use constantly changing algorithms to determine the SERP location of websites. Understanding the algorithm and providing what it’s looking for is the best way to increase page ranks on a SERP.
In an attempt to continually offer better search results, search engines have crafted ever more complex algorithms. Some SEO specialists — such as Brian Dean, founder of Backlinko, a training hub for search engine marketing professionals — think there may be 200 or more factors that Google uses in determining the SERP for a given phrase.