When we explain SEO, or search engine optimization, to business owners, we explain it in this analogy.
SEO is like a popularity contest back in high school. Every one wants to be liked by Google. So the first thing is Google has to like your looks. In this case, that’s your site. Google like’s sites with good content, easy navigation, and a site that is clear what it’s about.
The second thing Google wants to know is who likes you ( who you hang out with). In this case what other sites like you, and how does Google feel about those sites. If they are popular, your site is going to pick up some popularity points in this contest. A site’s trust is also very important, is Google confident that the site that mentions your site is on the “good” list.
Google also wants you to be popular with sites that are related to you. No one likes a wishy washy site. Are the sites that like you, related to what you are?
And Google knows who likes you (your site) by what other sites link back to you, or give you a mention.
If you want to see more about how Google Index’s web sites check out our SEO Page and the video by Google’s own Matt Cutts.