International SEO often involves the concerted effort of multiple departments within an organization, including the valuable keyword, marketing, and content production teams. While some SEO work entails business analysis (e.g., comparing one’s content with competitors), a sizeable part depends on the ranking algorithms of various search engines, which may change with time. Nevertheless, a rule of thumb is that websites and webpages with higher-quality content, more external referral links, and more user engagement will rank higher on a SERP.