How We Do SEO
Google is seeking for pages with high-quality, relevant information on the query entered by the user.
They assess relevance by “crawling” (or scanning) your website’s content and determining (algorithmically) if it is relevant to the searcher’s needs, mostly based on the keywords it includes.
They use a variety of factors to evaluate “quality,” but one of the most important is the quantity and quality of other websites that link to your page and your whole site. To put it another way, if the only sites linking to your blue widget site are blogs that no one else on the Internet has linked to, whereas my blue widget site receives links from trusted places that are linked to frequently, such as CNN.com, my site will be more trusted (and assumed to be of higher quality) than yours.
Although Google has ceased providing analytics providers with a lot of data on what people are looking for, you may use SEM Rush (or related tools like SpyFu) on your own site to get a feel of the phrases you’re ranking for and their estimated search volume. Google also makes a little more of this data accessible via their free Webmaster Tools interface (if you haven’t already done so, this is a highly useful SEO tool for both uncovering search query data and diagnosing different technical SEO issues).