Google has long tuned its algorithms to take search positions out of the hands of Webmasters and into the hands of searchers.
Among the many ways Google accomplishes this is by measuring click thru popularity. Google does this by tracking how often a search return is clicked. Does the searcher stay on the site or return to search results? How long does the searcher stay on the site? What pages are searchers frequently visiting? If the searcher stays on the search results, then search positioning improves. If the searcher quickly returns to Google and goes to another site, then search positions suffer.
To optimize for this Google behavior, give your target audience more to read or do. The result is that visitors will stay on your site longer, and Google will reward better search positions.
Provide your online audience with complete information about your organization, its products and services. Google does not reward online brochures. Remember – valuable and interesting content is king!
Engage your online audience with the issues affecting your niche. Start a Blog that comments on your industry’s events. Write White Papers that describe your vision. Develop forums to discuss the issues. Allow your visitors to interact and provide their input on the subject.
Focus these actions on keywords, then optimize the new content for the keywords. Link to these pages with keyword text links.
Take these actions with humans in mind, and the search engines will follow.