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Can of worms .co.uk...
Number of factors. Based mostly on relevance. Google has been criticised in the past for ranking sites on content, rather than relevance. So in my experience you have to make your site as relevant to the sites core theme as possible.
This then goes brings up backlinks, because if your site has a lot of other sites linking to it then it is considered relevant to other people (word of mouth) considered the most important "human" recommendation - something theat googlebot can't really recreate.
The there is code layout. A crap code confuses the spiders and it might give up. The code should allow the spiders to go very deep into your site.
Like I said can of worms, there are thousands of people who consider them experts, but it's really hard work and trial and error.
Johnny
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