Search Engine Optimization or SEO

I’m doing a lot of reading on this for PCPrime.  There are quite a few small things a person needs to do in order to have a higher listed website in a Google search.

However, from what I can tell the primary key to increasing your ranking is through links.  Who links to you and who do you olink to.  PageRank helps to tell you your score as well.  Now, I have known about this for sometime but was hoping there was other things that needed to be done.  Granted, there are smaller tweaks but plain and simple, it has to do with links.