Webmasters are constantly scratching their heads as they compare competitive websites. Why is this site ranking higher than mine, when their keywords and description are lacking.  Those of us who work very hard on our website rankings often forget that the ultimate goal for search engines is to deliver the best content to their users. Sometime we work all day trying to get those competitive keywords or the best inbound links for our websites only to fine that those with the best content or longest track record win. Here is a quick explanation of some of the things that Google considers when it comes to what puts a site higher in their rankings than others.