Google's search algorithms are complex and constantly changing, making it challenging for SEOs to keep up. However, there are some key factors that can be controlled and optimized to improve rankings, including content matching search intent, page format, page speed, backlink diversity and authority, internal linking strategy, and E-A-T factors such as expertise, authority, and trustworthiness. By focusing on these high-priority factors and using tools like Google's PageSpeed Insights and SEO SpyGlass, SEOs can improve their rankings and provide better user experiences.