If you want to increase your website’s search engine rankings and you already know about optimizing keywords and getting reciprocal links. So why is your website still not in Google’s top 10 listings for your target keywords ?

The answer may be trust.
Google and other search engines want to be able to list upstanding business and information sites, feature long standing content, and avoid steering searchers to spammers. To get your rank increased, increase your site’s trust level.

First, Check Your Domain Name
Search engines like to see old, established domain names as it indicates a business has been around a good long while. If you are starting a new business or expanding, consider purchasing an old domain name that is relevant if one is available.

Whatever domain name you buy, be sure to purchase it for at least two years or more. Google in particular will be able to see that you’re planning to stick around for some time.

Be sure that the contact information in WHOIS is correct for your domain and use the correct top level domain extension. In the U.S., use “.com,” “.net,” “.org,” as appropriate for your site content and associations. In other countries, use the appropriate top level domain extension. Do not use exotic or unusual domain extensions; that are not the way to establish uniqueness for your site.
Consider Your Site’s Content
In addition to the content of your site that will be relevant to search queries, you must ensure that your site contains complete and accurate information that indicates an upstanding and trustworthy business or information source.

Be sure that your complete contact information, including mailing address (not just email), are easily located on your site. The more information you publish about your company, the more likely it appears legitimate to the search engines.

Develop a privacy policy for use of any personal information or intellectual property that visitors may submit at your site and list your terms and conditions if applicable. Be sure that both are linked to your sitemap and can be readily located.

Update your pages regularly so that the spiders see changes indicating that your content is live and keep your pages as small as possible (as low as 100Kb) so that the spiders can crawl them quickly and easily.

Under no circumstances should you use doorway pages – those pages created just for search engines to see your site name, have no real or original content, containing misleading or deceptive content, or simply containing the keyword strung out over and over around the page for no reason. Doorway pages, frankly, irritate search engine managers as well as visitors and their appearance is a clear indicator of a low quality site.

Consider your Links
Be sure that the links to your website contain the keywords that pertain specifically to your pages, but they should not all contain identical link text. Cookie cutter tactics put up a red flag for Google and other search engines.

Avoid automated linking schemes that generate thousands of links to your site on a single day; that looks to the search engine like an attempt to circumvent the search algorithm. And do not use paid links, either. Google and other search engines like to find legitimate matches for queries and paid links may get your site penalized.

Trust is a major key to good search rankings.
So optimize and get good links, but start by showing trustworthiness.