To bump up a website's rank on search engine is no simple matter. Search engines are programmed to analyze every website's relevancy so that when users are searching certain keyword(s), they will get relevant, quality results. Search engines analyze websites by their:
- Structure and navigation
- User experience
Those 4 things are factors that affect users' satisfaction. You may ask, why, in order to optimize a website for SEO, it has to put customers' satisfaction as a priority? The answer is because Google and any other search engine are meant to hep users to find websites/pages that are relevant and useful to them. Thus, the more useful a website is to the users, the higher that website's value for the search engine.