Search ranking is the most important factor in Internet marketing, since it is free to attract site visitors.  However, since improving it takes a significant time and resource, it is hardly free. 

Since there are many study and reports on how to improve search result, it is not too difficult to obtain tips and trick on how to improve ranking.  But, what we like to discuss here is a solid and sound strategy and planning to be ranked on top in a long term, because the other option is not worthwhile.

Planning for optimal search ranking starts from site design.  The lesson is the simpler the site design is, the easier it is to boost search ranking.  Heavy technical graphic or sophisticated menu with loaded programming code makes it difficult for search engine robot to pick up the link and content. 

Next common effort is to use keyword wisely, but not to abuse it.  The locations you want to put keywords are in description tag, heading and URL, in bold, in italic.  Content can repeat keyword freely, but with a reasonable density.  However, do not repeat keyword in the same place. 

Linking is another important factor to be rated high from search engine.  Inbound link is more important than outbound link.  Link with a well known site is worth multiple times than link with an unknown site.  Cross link within a site is also important.  What you do is to link from a page with a topic to another page with the same topic in the same site.

Most important of all, build a website with many quality content. Then, keep adding content on a periodic basis. If content is sensitive to timing, make sure to update the content in a timely fashion. In the end, it is the content that will attract visitors and have them back on regular basis.