Key point

The most effective way to increase your ranking with modern search engines is to ensure the content of your website is simple and try to encourage other reputable sites to link to yours.

Explanation

Search engines don't see your web page like a human does. Images and animations are generally meaningless to them.

The main elements that a search engine looks at when determining the content of your website is the text on the page, the links and the 'meta' information on the page. The meta information includes the page title, the keywords and the page description, all of which can be seen within the tags when you click on View > Source.

What you can do

Make sure the content of your pages is concise and informative