Its luck imo, You have to play around with keywords. In msn I was 2nd page for web design then I realised Id set the keywords up wrong having a space for example:

web, design, forums, etc

Now this is how it should have been:

web,design,forums.etc

That made me go to 2nd place. So I guess you need to play about. Also dont try going for the common keywords if you plan to rank in the first page on google. Say you wanted to get on google for the keyword "web design" That would be nearly impossible or youd need the best of luck with so many other sites out there using that keyword.