If you are creating a web page, it is vital that your page appears in the top position when people search for a term, but getting there is not always easy. The reward, however, is very big as the top position gets over 34 per cent of the clicks, followed by 12 per cent for the number two position and 9 per cent for the number three position. While Google will never announce exactly how to get your site to be number one, there are some factors that will definitely help.
1. Use Real Terms
2. Provide Content
3. Writing Style
source http://ppcadsthatsell.com/3-important-factors-developing-successful-web-pages/