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2) They rely on links to your page from other web pages: This is understandable, since if search engines relied only on web page copy, it would be too easy to manipulate results. Outside inbound links from quality sites are difficult to get, and therefore carry significant weight. Regarding inbound links, two things are important:
a) quality and topic of page where link originates should be relevant to your topic, and
b) words on text used to link to you must contain your preferred keywords: if those links say "Dallas Web Design Company", search engines will conclude that you are a web design company based in Dallas (by same token, words "click here" won't tell search engines anything about your site).
In a nutshell, find right keywords, make your page copy relevant to those keywords, and get a lot of quality inbound links with your keywords in link text, and you will be on your way to high search engine rankings.
For more tips on internet marketing and search engine optimization, you can visit my site at http://www.theinternetdigest.net, read my article "Do-It-Yourself Search Engine Optimization" at http://www.accordmarketing.com/tid/archive/diy-search-engine-optimization.html or check out SEOBook at http://www.accordmarketing.com/seobook/
Mario Sanchez is a Miami based freelance writer who focuses on Internet marketing and web design topics. He publishes The Internet Digest ( http://www.theinternetdigest.net ), a growing collection of web design and Internet marketing articles, tips and resources.