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I agree about the content, links (including deep links) and getting people to trust your site. Social networking/social bookmarking is also a good way to get links. Make it easy for people to bookmark/digg your site with a widget. Also, update your site frequently with more content, Google loves that, in my experience. Don't forget to integrate your keyword phrases naturally into your pages as well. In the body text naturally, in the page title, file name, links, alternate text, etc. The tag cloud is a good idea too.
Lastly, if your site is crap, then blackhat techniques will be best for you, as you really do need to trick visitors into coming to your crappy site.
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