If you really want to rank well in search engines, you need to build inbound links from external, quality sites. Google looks at two sets of factors when assessing a web page â€"  the on page factors, which  are essentially the textual elements existing on a given web page (title tags, Metadata, content body, link text, etc.) â€" and  the off page factors which come from external sites, such as  what other people are saying about you.