Search engines rank web pages based on a complex set of algorithms considering various factors such as relevance, content quality, and backlinks. They analyze the keywords used in the page and its metadata, evaluate user engagement metrics, and determine how well the content answers the user's queries. SEO (Search Engine Optimization) techniques are employed by website owners to enhance visibility and rank higher in search results. The goal of these rankings is to deliver the most relevant and high-quality results to users based on their search intent.