Search engines like Google look at two things when evaluating websites and deciding where to rank them: relevance and trust.
Relevance is the content of the site and the code behind the scenes. If the code is optimized and the content on the site is relevant to a search, Google will move it up in the rankings.
Trust refers to how many other sites on the internet are linking back to the business’ site. If a large number of high-quality sites are pointing to it, Google will start to trust it and move it up in the rankings.