A recently leaked Google document gives us some great insights into how Google is trying to improve their search results.
A key thing is that they want to send their users to pages that will best help them based on the search term they entered. And they test this via search quality raters all around the world.
As a business you want to make sure your pages do that. The document identifies how they want people to rate pages. My take on important factors for a page:
Relevance (to search intent, location, language)
Ability to finds out who made the page (contact/about page)
Originality (your own content)
Navigability (a helpful user interface)
Page title and description are relevant
Main Content Quality, Accuracy and Readability are high
Ads do not get in the way
Not Deceptive or Dangerous
Page is maintained (nothing broken)
Pages selling things have a higher standard to adhere to
Are you building your website to make the quality raters happy?
Why not review it and see where you're falling short.