Google’s algorithms are programmed in such a way that they evaluate a website almost exactly like a person who is supposed to assess whether the page matches the search query. The following factors are important: technical factors (URL structure, source code structure, metadata, navigation & more), content factors (content such as texts, images, videos, but also layout and visual elements, etc.) and factors outside the website ( Backlinks and mentions). An SEO optimization includes improvements in these three areas.