High ranking is the object of Search Engine Optimization (SEO). As search engines continue to get smarter, they evolve new algorithms that change what is weighted in how your website will be ranked. No one has all the answers to how Google, or the other search engines, currently weight the various details of your website. SEO experts, though, have some basic observations about Google's latest algorithm, called Jagger, that seem to point to what determines higher ranking:
Aged domains: Older websites with a proven track record tend to have higher ranking than newer sites.
Relevant Links: Inbound links (IBL) and Outbound links (OBL) pointing to or coming from sites--that are actually related to your site--probably rank better and higher than in the past.
Links from trusted sites: "TrustRank" means higher ranking based on links to trusted sites. Lnks to your site, whether trusted by human editors or programs, will lead to higher ranking, now more than ever. Links with .edu or .org addresses build integrity.
Variety of Links: Search engines like a wide diversity of links.
Aged Links: More weight is given to the older links that point to your website.
Embedded Links: Links that are embedded in the content of your site rather than stand alone links seem to be weighted more heavily.
Article Links: Links from articles pointing back to your site have weight with Google.
New and Unique Content: Regularly updated original content contributes to better ranking.
Big site: Large sites rank higher with Google's algorithm.
High Traffic: Popularity matters. Click through rate and "stickiness"--how long a visitor stays--is important to Google's search engine, as well as other search engines, for attributing high ranking to your site.
SEO experts are on a constant quest for the answers to how the big search engines, like Google and Yahoo! determine high ranking. There is no perfect answer for determining the formulas that are used. Google's algorithm, Jagger, is one in a continuing evolution toward more sophisticated ranking of websites that ultimately gives weight to quality and relevant content. If content is king, then more and more, that means SEO must recognize that quality content is king.