Google's search algorithms are complicated (and sometimes more than a little underhand). The problem with the Internet is there are now so many websites. How can a search engine decide which website should be on the short list and at the top?

Among many other considerations Google sets out some of the criteria their search algorithms use to make this decision.

Google also says this: "If you build the best site possible, your good rankings will follow. This isn't the answer that most webmasters want to hear. They want a few simple "tricks" that will rocket them to the top of the search results. Sorry, but it doesn't work that way. Even if that were possible, twenty sites all employing the same tricks couldn't all fit on the front page of Google.

SEO explained

SEARCH ENGINE OPTIMIZATION is the science of writing background code to communicate with the various Internet search providers such as Google, Bing, Yahoo, Amazon and others.

Each of these companies uses its own methods. Google, in particular, employs a number of complex — and indeed secret — methods. Google claims it can supply highly specific, relevant and targeted results to every single Internet user. This means, in many cases, everyone is seeing a slightly different search result based on their browsling history, their emails that Google intercepts and their geographic location at the moment you request information.