FAQs » 4. Why do some web sites rank more highly than others on the search engines?
Search engines organise their results so that the websites which are most relevant to the keyword entered sit at the top of the list. These websites must also conform to various rules or criteria which the search engines set. The websites which sit at the top of the search results are there because they have followed the criteria or rules which the search engine use to determine relevancy. Failure to follow these rules will results in lower rankings or in some cases expulsion from the search engine altogether.