Googlers recommend the following to get better rankings in their
search engine:
Make pages primarily for users, not for search engines. Don't
deceive your users or present different content to search engines
than you display to users, which is commonly referred to as
cloaking.
Make a site with a clear hierarchy and text links. Every page
should be reachable from at least one static text link.
Create a useful, information-rich site, and write pages that
clearly and accurately describe your content. Make sure that
your <title> elements and ALT attributes are descriptive and
accurate.
Use keywords to create descriptive, human friendly URLs.
Provide one version of a URL to reach a document, using 301
redirects or the rel="canonical" element to address duplicate
content.