Why does one site ranks higher than others for the same phrase?

Here is a basic answer;

Work done on the site:

  • having the keywords in the correct places on the site
  • having relevant, unique content on the site
  • adding relevant, unique content on a regular basis
  • having the navigation and other parts of the site friendly to google

Links to the site

  • Links should be from relevant sites
  • Links should be from quality sites
  • Google uses the links to judge who thinks the site is important
  • Links should include keywords and not “click here”