Google's search engine uses a variety of techniques to rank websites in its search engine results pages (SERPs). These techniques include on-page optimization, quality link building, and content marketing. On-page optimization is the process of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page optimization includes optimizing your website's title tags, meta descriptions, header tags, images, and other on-page elements. Link building is the process of earning links from other websites. The more links you have pointing to your website, the higher your website will rank in search engine results pages. Link building can be done through link bait, guest blogging, directories, and other methods. Content marketing is the process of creating and promoting high-quality content in order to attract and retain customers. Content marketing can be done through blog posts, infographics, ebooks, and other forms of content.