To get high SERP, it is important to use targeted keywords. While selecting keywords do a proper research. Research helps in finding most targeted keywords. While doing research think according to users, which keyword they may use. Use those targeted keywords in your content.
To get high
PR, concentrate on your backlinks. Try to get more relevant backlinks. Update content regularly, submit your site in directories, and prepare blog. All these points will help you in getting more backlinks.