Yes, more content means put up more pages... more files. The bigger your site in terms of pages, the higher you rank.
Link exchanges... exactly. Get your domain name hotlinked on as many other sites as possible. I have a company who pays me for a text ad on my site not because she gets many sales from it but because my site is so large that her search engines rankings go super high when that text ad is on my site. When her ad is off my site, she drops in the search engines. Fringe benefit of the text ad
When you program a site you can type text.... or you can wrap it in
tags. For example:
Diapers R Us
will have a higher search engine ranking than "Diapers R Us" alone in a paragraph. An
tag will also format your text a certain way, so watch out or reset the
tag to conform to the look and feel of your site.