Engagement is key to higher search engine rankings. Engagement signals like social media mentions, time on site, and bounce rate can influence ranking factors like popularity, citations, and authority. To increase engagement, companies should identify underperforming content, cross-reference it with keyword data, and focus on improving the user experience through things like blogs, site search, social listening, surveys, and relevant content that provokes interaction. While backlinks still matter, strong engagement through useful and shareable content can lead to rankings even without link building. Popularity and branding can also boost rankings when other factors are equal.