Google webmaster tools
has a very good section on how to get indexed, and get good rankings
do not use a link exchange, they are negative in effect
proper site design, keywords, content, incoming links from indexed sites do work
made the first page for our region, and field, and get many customers off google
That is a broad question. However, being a website owner I can explain both too you in a broad aspect. There are two parts to building a website that ranks in the top 10 for several search results.
The first part of the process is building the website and content. Once you complete the website you have to build links to it. Then you will start to rank high for all your search terms when you have several thousand links. Sometimes you can dominate with as little as a thousand backlinks.
However, for this to happen you must have a niche with little competition. For example if your website was in the work from home niche it would take over 5000 backlinks to get in the top 10. If it was a easier niche such as nike camping supplies then it would take much less links to reach the top 10.
your content has to be good enough that other sites post links to it
the more sites that link to you, the more often search spiders will find reference to your site and the higher it will rank in the algorithms
there are link services that post thousands of links to your site to trick search engines, DONT, it just get you de-listed.
Create a sitemap and submit it to Search enginesRead the instructions by Google, in the prior link,
Nothing any one else has to say really matters, does it