PPT Slide
How a site is ranked (the position displayed in a keyword search at a Search Engine) depends on the words searched on, the page makeup and the Search Engine in question.
Ranking usually is based on the frequency of key words in the document, how far the first keyword is from the top of the document and keywords density to document length ratio.
In addition, some sites (HotBot and InfoSeek) will rank higher a document that contains keywords in the META tags. Some sites do not (Excite).