Apart from many standard techniques for good HTML accessibility practices, which are essential to scoring high on Google, there is an underlying concept that you can follow to greatly improve your Google Ranking. But first, use the HTML title tags, meta tags, title attributes on the Href tags, and avoid putting important information in images (use Alt attributes on the image tags if you really have to do.). And most importantly: Avoid Flash, Shockwave, Real, or MP3 (unless these formats are “in addition” to the HTML version of the information.) Refrain from using frames or pop-up new browser windows, or if you do, read the Google FAQ about how that effects your scores.
The most important rule for scoring higher on Google search engine is to make your site useful. Simply put, the best way to get your site to score higher on Google is to put some useful content there — have your site bring some benefit to someone. It is difficult to stress this enough.
Remember that the value of the web is the interconnection of it all. Each connection has a pointer (link) and a page that is being pointed to. A link that point to another site is only half the equation. If you point to other relevant sites, it doesn’t really help you score higher in Google. However, if your site has other sites pointing to you, this is called a “back link.” Back links will help your site score higher.
Therefore, seek to bring true benefit; not the propaganda or advertisement, which your marketing people have told you that consumers should believe are the benefits of your product; and don’t go for that slick looking design that your CEO will benefit from when he shows the site to his golfing buddies and brags about the design. When will other people link to your site on their own? Only whe your site brings true benefit to the people who are surfing the web. In nutshell: Be of help to someone. It is that simple. It is the single most important thing you can do to improve your ranking in Google.
Google determines the benefit or usefulness of a site based on the number of “back links”. Google ranks the benefit of a your site is by the pages that are pointing to or linking with your site. If you put something useful on your site, other sites will definitely link to your site (especially if you ask them.) And if you find this article useful, please link to it :)
Furthermore, Google scores your web pages, not just by the number of links pointing to your web pages, but Google takes into consideration the scores or ranks of the sites which are pointing to your website. So your goal, as a site designer who wants to increase your Google ranking, is to persuade other high ranking (i.e. helpful) web sites to link to your pages. And what’s the best way to do that? Put something helpful or beneficial there. Google PageRank (PR) is a good indication of the usefulness of the site. A site with high PR on the scale of 1 to 10m has higher benefit as per Google.
So tring to scam Googlebots with simple link exchange tricks doesn’t always work. Googlebots have methods of detecting links that are intended to trick Google. Remember, Google was designed by Stanford University Graduate students. So your energies are better spent simply publishing useful information than attempting to cheat their band of super Googlebots.
Other Things That Go Against the Conventional (Lack of) Wisdom of Web DesignNavigation on a web site should be made by text links and not by fancy looking images. This is why they call it “hypertext”. It’s not called hyper-gif, hyper-Flash or hyper-image. It’s hyper-text. The information in the hypertext links is very crucial. Google ranks a page based on the text and information in the back links. An image which links to a page – like image navigation bars and banner advertisements score poorer in Google. Why? Because information within an image is not available to the Googlebots.
For instance, it’s far better to have a link pointing to my site that says something like “Google Ranking – Free Tips and Tutorials” than it is to have a link that says “For Google Ranking – Free Tips and Tutorials, click here.” And both of those are far better then having a .jpg image which points to that page. So when you make links, make them in text and describe in words what is on the page you are pointing to. This will help you score higher as per Google algorithm.
That is also related to another practice that goes against the prevailing (lack of) wisdom in website design. Most companies would never put up links to their competitors’ websites on their website. It is not done often. Well, try to hae a page on your website which links to all of their competitors, and furthermore, the page should offer some benefit to the end user. (Read more about this strategy for higher ranking in Google here.) Ultimately, people searching for your competitors will also find your page. Every corporate site therefore should seek to be the leader of relevant information in their field. Why? Because people will link to their website and it will score higher in Google. 
Imagine if you showed your boss that if you search one of your products on the web, your competitor’s site returned as the only result in the search! It would freak him or her right out.
Buying Results On Google
Google has made space available for clearly marked advertisements that appear when people search certain words. If you have money, you might want to purchase sponsor links for certain search words – using the Google Adwords. And you only pay when someone actually clicks to your site. But you should be careful in doing proper keyword research. We’ll discuss that later someday in an article on adwords.