I'm sure that our company could get a number one position in Google. I have no doubt about it. If we were to use the keyphrase 'jolly nice websites' to optimise our site for the search engines we would almost be guaranteed first place.

Why? Because nobody else has optimised for this phrase. Why? Because nobody in their right mind would search for it! It might be a phrase one says, but certainly not something one would search for.

Many companies providing SEO are optimising for dreadful phrases, such as 'marvelous house rental', and claiming they are good because they have achieved a first-page result. I doubt the owners of the Websites receive many hits for such phrases.

If you are interested in SEO and you find a company providing evidence that its clients achieve a high ranking, make sure that the phrases used are sensible. If you are not sure what phrases you should use, ask friends and/or clients what they would search for when looking for the service or products you provide.