With Google, you have to have others linking to your site - the more links that pointed to your site, the higher your site would be in the returns on a given search. At least that was the way it worked before, but I've heard they changed that, because groups of kids (punks, more like it) were hacking the Google protocol to link weird pages when you searched on things like George Bush etc... I think there is an explanation of their new protocol on the Google site, you just have to go there and look for it.
.bh.