Google are very smart about their search engine. Everyone is trying to get to the top of the search results and everyone says they know how to do it yet Google keep the algorithm behind it all about as secret to the formula for Coca-Cola. And why would it not be - it is after all patented.

Very few organisations really know the whole truth and no sooner than you might know it than Google will change the algorithm. They have to in order to deliver more meaningful results and deal with all the “black hat” techniques used into fooling the search engines.

This is not to say that us mere mortals cannot be successful at improving web site rankings in the search results it is just that it is an ever persistent activity you have to keep working at and keeping abreast of the general principals of being successful.