Why is the site #2 in the SERPS?

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I was researching backlinks and al that good stuff. The #2 result is a Squidoo lens. The lens is beating out SEObook and BHW for that keyword phrase, yet he doesnt have that phrase in the title, URL or description. Not only that, he only has 126 backlinks to that specific page.

All things being equal, why is he ranked so high with fewer BL's and less optimization? Also, his PR is the same and less than some of the results under his.

I was just curious.
#search engine optimization #serps #site
  • Such questions are meaningless without the complete data. What is the keyword, what is the URL?

    An example of meaningless information: 126 backlinks. It's like saying he has 126 coins: this tells you nothing about how much money he's got.
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    Why is the site #2 in the SERPS?

    I was researching backlinks and al that good stuff. The #2 result is a Squidoo lens. The lens is beating out SEObook and BHW for that keyword phrase, yet he doesnt have that phrase in the title, URL or description. Not only that, he only has 126 backlinks to that specific page. All things being equal, why is he ranked so high with fewer BL's and less optimization? Also, his PR is the same and less than some of the results under his.