It’s understood that Google wants us to design websites that suit consumer intent. Recently they’ve stated they support efforts to build SEO. Likely this is due to the rules of engagement having changed and some self-proclaimed experts have worse rankings for not following guidelines.
There are many examples of this such as: H1 tags should generally be contextual and not purely for design. It’s also a known fact that you should never use more than 1 single H1 tag on each page. Some websites come preinstalled with an H1 tag on your website’s name field.
This means if you add an H1 tag to a page, you now have 2. This can dramatically effect your Google ranking. You can inspect the source code of your website to determine if you have multiple H1 tags, or use tools like Screaming Frog SEO Spider or SEMRush.
Finally, large page load times can effect your SEO. Using large images or not optimizing images, JS, and CSS, will hurt your rankings on Google and other search engines like Bing. Read more or learn about Search Engine Optimization (SEO).