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The founders at Google (Larry Page and Sergey Brin) are obsessed with creating the perfect search engine. According to co-founder Larry Page the perfect search engine is one that "understands exactly what you mean and gives you back exactly what you want."
In other words the owners don't want any junk pages showing up in their searches (the only way to do that is to pay for it). It is up to us (those of us wanting free listings in their system) to figure out exactly how they determine who gets listed and who doesn't.
Google uses a proprietary system called PageRank. They don't give out secrets but we can gain some insight by what Larry Page has to say about their ranking system:
"PageRank (Google's ranking procedure) performs an objective measurement of the importance of web pages. Instead of counting direct links, PageRank interprets a link from Page A to Page B as a vote for Page B by Page A. PageRank then assesses a page's importance by the number of votes it receives.
PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value. Important pages receive a higher PageRank and appear at the top of the search results."
To achieve wild success your pages must be (optimized for Google and) "well connected" throughout the Internet. This doesn't mean how many links you have on your page. It means how many pages outside your site are linked to you.
So what does this mean? It means to reach stratosphere levels you've got to get your pages listed as many places as you can - directories, vendor sites, lists, friend's sites, etc. It takes time and effort to get external links but each one you get enhances your page rank. Optimization is good, but optimization and hundreds of external links will get your page to the top.
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