The number of OTHER websites that have YOUR link on it is the number one factor in deciding which site gets to be #1 or #2 and which site gets relagated to page 2 or 8 or 31 in Google’s index.
The term “Search Engine Optimization” is dated, it is the defacto industry term to describe the art and science of getting your clients website to outrank it’s competitors website but the “optimization” part is no where near as important as it once was.
Actually very little of what SEO (search engine optimization) technicians (artists is really a better term) is to “Optimize” a site for search engines. To make a site “Google Friendly” makes sense, especially when the overwhelming majority of ‘web designers’ are crafting webpages with little or no regard or knowledge of what Google looks for in terms of deciding ranking.
What follows below is directly from Google’s Support Group website, in Google’s own words the answer to what you can and should do to
Make Google Like Your Site
Make sure that other sites link to yours
Links help our crawlers find your site and can give your site greater visibility in our search results. When returning results for a search, Google combines PageRank (our view of a page’s importance) with sophisticated text-matching techniques to display pages that are both important and relevant to each search. Google counts the number of votes a page receives as part of its PageRank assessment, interpreting a link from page A to page B as a vote by page A for page B. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.”
Keep in mind that our algorithms can distinguish natural links from unnatural links. Natural links to your site develop as part of the dynamic nature of the web when other sites find your content valuable and think it would be helpful for their visitors. Unnatural links to your site are placed there specifically to make your site look more popular to search engines. Some of these types of links (such as link schemes and doorway pages) are covered in our webmaster guidelines.
Only natural links are useful for the indexing and ranking of your site.
Make your site easily accessible
Build your site with a logical link structure. Every page should be reachable from at least one static text link.
Use a text browser, such as Lynx, to examine your site. Most spiders see your site much as Lynx would. If features such as JavaScript, cookies, session IDs, frames, DHTML, or Macromedia Flash keep you from seeing your entire site in a text browser, then spiders may have trouble crawling it.
Google-friendly sites
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=40349
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