SEO Trickster

I love websites and search engines and I love to eat. So I'm sitting here searching for cookies on Google to see what will come up. Near the top of the list is Mrs. Fields (www.mrsfields.com). What makes this website rank higher than any other website using the term cookies? I'm starting to be convinced that it's more than using the right keywords to get a high position on a search engine. I'm thinking that your brand loyalty has a lot to do with it as well. Cookies is such a generic term it's hard to figure out how a search engine can go through a site and know to rank it higher than another site without a little help or a hint.