it’s really a combination of a number of things. some things to work on:
- make sure in Google Search Console all your pages are indexed
- technical SEO (run the site through https://pagespeed.web.dev/ and fix as much as you can
- semrush - get the free account to track some keywords, etc.
- make sure keywords are in the title, description, and meta description
- make sure you don’t have duplicate content. make sure content (description, etc) are unique of other sites
- backlinks arte important (you need other sites to link to yours)
You can play with the content (verbiage) of the pages and see if that helps. But you won’t know unless you are tracking the keywords.