Google’s ranking system is a complex of numerous and different algorithms that helps them simplify a huge number of information data related to any of the thousand topics which they have made a collection of and find put which website among all the others stands out and provide the most accurate information.
The primary and probably the most important factors in their algorithm are the words of the query, relevance of the topic and the words or phrases searched for, how useful the page really is as a whole entity and not only for only but mainly for the searched topic. Some of the other factors include the credibility of the source, the geographical location, etc.
The first thing Google needs to figure out is what exactly the thing that you are looking for is. The key here is the keywords and the one thing the user needs to understand is that their searches on the search engines need not be according to the keywords but vice versa. Users need to focus only on the search results they want, everything else is the responsibility of Google and the websites.
Keyword usage is the number one factor. It is not a ranking game in Google that decides which factor is more important and which is least, in fact, they are all very important.
The right structure of a website is important in attracting the crowd towards it. The more complicated a website becomes, the more fed up the users grow.
The same goes for the speed. A simplified and faster website is ideal to rank higher in SEO. While self-dependence is a good thing, it would not hurt to create inbound and outbound links with other reputed and trusted websites.
In fact, it is extremely important that a website creates backlinks since the Google [algorithms are run by the robots known as the Google Bots and they are not as intelligent as humans. To inspect a website they need to crawl through it and there is no way a Google bot can discover a website that is not connected to several other websites through backlinks.
Since the keywords are the primary factor of the SEO process, they need to be simplified more.
Keywords have many different kinds; primary keywords and secondary keywords are decided by the importance and consistency of their use and short tail and long-tail keywords are decided by the specification of the topic searched. To rank higher, it is important to use all kinds of keywords in your content.