It's clear that the sites that receive the most attention from web crawlers, as well as the best search engine results, are those that have been properly keyword optimized.
They also have clearly written content, relevant images, and optimized headers and alt tags.
These things play a role in getting a website to the first page of Google's index results for the related keywords. However, there are also a few other things that you can do, such as:
Create Your Own Search User Interface
How a site is built and which pages connect to each other are very important. Although you can't control the web crawlers, you can attempt to influence them by creating and updating your search user interface, including but not limited to your website search box.
This is a method that provides plenty of relevant information on the pages, interlinking them as needed and even ensuring that all of the links are working and that there are no dead pages.
Using a well-organized site architecture and leveraging xml sitemaps, you can make things a bit easier on the web crawlers and point them to the keywords and content you want to rank for. And, if you leverage natural language search, the results will match the intent even when the keywords don't.
Organizations that are lean on resources should consider Search as a Service to build their internal search solution.
Your analytics, such as those collected in your website's Google Analytics user interface, show you exactly what your site is ranking for. You can find out which readers used what keywords to find your site.
Then, once you have a good idea of what your site ranks for, you can take that information one step further and continue optimizing it to enhance those rankings.
Search tool analytics can be quite helpful in showing you what the web crawlers are discovering on your website and what the average user is searching for on it.