Once your site gets referenced by Google, many things go into determining its ranking. Amongst others:
* page title
* keywords/description meta data
* <h1>, <h2>, etc. header content
* page content
* number of external links to your site
* ranking of sites that have external links to your site
* text used in the external links to your site
All this information is compiled, some being more important than other. As a general guideline use the pertinent keywords in page title, h1 headers, description meta, & more generaly towards the top of the page content. Try to get a maximum number of external links (from mainstream websites if possible), and try to "control" the text they use in their links.
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