4. Keeping the user engaged
How long does a visitor stay on your website? How high is the bounce rate? These are important ranking factors that you should never underestimate.
If, for example, an above-average number of users immediately leave your website, Google assumes that it does not offer any added value and that the user did not find what he was looking for. In the worst case scenario, Google will rate your website as less relevant, which will of course be reflected in the page ranking.
Therefore, make your website inviting and informative. Give the user good reasons to stay on the website as long as possible, such as an appealing, clear design, good usability and useful content (see point 2). On the other hand, avoid a convoluted page structure and too much advertising, which discourages rather than invites the reader.