Is the content endlessly recycled? Does it distinguish itself from other content ostensibly about the same material, or is a cut and paste pastiche of what others have written, or copied elsewhere? Do the tags seem to reflect the material contained below them, or are they just clickbait time-wasters?
As more searchers search for more substance on the web, they need to filter through more carney-barking garbage along the way, and the search engines that do a better job of helping them wade through the ever-increasing information, misinformation, and disinformation along the way get more use.
That means that sites that provide more unique, trustworthy, pertinent information get more recognition than ever before. There are still tips and tricks that help with SEO (internal and external links, tags, key words, graphics are all still important, and user experience perhaps more than ever), but more than ever and increasingly, the content that users find is what will drive them to a site and bring them back to it.