Search Engine Optimization, the process of aligning page content with search engine index results.
Words, words, words
Google nor any other search engine takes no notice of what a website looks like. It could be the most visually appealing, user friendly site on the planet and that will carry no indexing weight whatsoever. Words used onsite place the site somewhere in the natural search index. Exactly where, is going to depend on various factors, the principal of which is the popularity of the words employed.
Google admits search ranking depends on over 200 ranking factors, the top two are site content and inbound links. There is no definitive position, ranking is highly fluid and dynamic.