I'm very new to the whole online game and am attepting to teach myself the basics. I've read all around keywords, meta tags, etc. I have a specific word i want to target my competitors are organically shown higher up, i currently ppc to get high position. What will google use to evaluate each site? I get a great ctr but i obviously don't want to pay. I look at the site of my compeition and am not sure what google has used to measure it. Will my organic ranking go up the more clicks i get? Just not too clear on how to increase my position without ppc on a specific brand word. here's my landing site http://www.projectsclothing.co.uk/index.php?cPath=30_46
Google 'basic seo' or 'seo for beginners' or something of the sort. The number one and two things to getting high organic ranks is content (with good use of keywords) and backlinks. The reason people get high rank for certain terms is because a lot of sites link to them and they use those terms as the link anchor text. Organic ranking (SERP) has absolutely nothing to do with AdWords, PPC, Clickthroughs, etc.
Content and links are the basis of google's search engine. Do some keyword research about your niche. Then get variations of those keywords into your page title, page description, h1 tags, and of course the content. After you've got your content right then you need to get some back links to your site with variations of the keywords as the anchor text. You can get links from forums like this one, free web directories, blogs, social networking sites, article sites, etc. Do some research on each of these topics and you'll have plenty of work to do.