Some people are obsessive about their rank on the search engines.
They act as if search engine positioning is the only important type of Web marketing. You need to balance your marketing efforts to include reciprocal links, traditional media advertising, press releases, newsletters, e-mail correspondence, news groups, directories, affiliate programs, perhaps banner advertising, and all the other elements we discuss in Web Marketing Today month after month. Marketing gurus agree. A few changes may be enough to make you tops in one or two search engines. But that's not enough for some people, and they will invest days creating special pages and changing their sites to try and do better.