SEO is based on three key indicators of a website’s quality: technical, on-page experience, and authority. Technical SEO refers to the structure, readability, and data that your site provides (at least, that’s the simple way of putting it). On-page experience is all about content and user experience. Authority is all about other relevant websites linking to yours for the right reasons. Because search engines only want to serve the best and most relevant sites to their users, to rank highly you need to make sure your website is respected by your peers, thoughtfully-designed, and easy to navigate with appropriate, well-written content.