The answer to the question is that almost none of the website owners have any idea regarding the things which can be done naturally to improve ranking
. This brings in the need for organic SEO and it includes cross linking, adding more relevant keywords in the content of web pages, back linking from the web directories and normalization of URLs. These techniques are natural and are done to increase the rank of the pages organically. If all the techniques are done then the results would appear quite quickly but still many websites prefer going for inorganic or black hat SEO which involves banned techniques such as spamdexing or keyword stuffing i.e. use natural means to enhance their ranking in the results page of the search engines.