Search engine optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages (SERPs). There are several factors that contribute to a website's ranking in search engines, including the quality and relevance of its content, the number and quality of backlinks pointing to the site, and the overall user experience of the site.

To improve your website's ranking in Google and Bing search, here are some tips to follow:

1. Conduct keyword research: Identify the keywords that are relevant to your website and its products or services. Use these keywords throughout your website's content, including in the page titles, headings, and meta descriptions.
2. Optimize your website's structure and layout: Make sure your website is easy to navigate and has a clear hierarchy. Use headings, subheadings, and bullet points to break up text and make it easy to read.
3. Create high-quality, unique content: Search engines prioritize websites that provide valuable and informative content. Make sure your website offers valuable resources or information that is not easily found elsewhere.
4. Build backlinks: Backlinks are links from other websites that point to your site. The more high-quality backlinks you have, the higher your website will rank in search engine results. Reach out to other websites in your niche to request links, or create valuable content that other websites will want to link to.
5. Improve your website's speed and mobile-friendliness: Search engines favor websites that load quickly and are mobile-friendly. Optimize your website's images and code to decrease load time, and make sure your site is responsive and easy to use on mobile devices.
6. Utilize Google Search Console, Bing Webmaster Tools and other tools to track your website's performance, and make necessary changes accordingly.

By following these tips, you can improve your website's ranking in search engines and increase its visibility to potential customers. Keep in mind that SEO is an ongoing process, so it is important to consistently update your website and monitor its performance.