There are a few considerations when trying to rank in the serps, (search engine results pages), both on and off page seo techniques and of course the research and analyzing of target keyword phrases all has to be addressed. A major part of off page seo is link building. Google wants to see both quality back links from high page ranked, authority sites linking back to your content as well as a steady natural growth of back links. These both are taken into consideration to your overall ranking position.