• Search engine positions (especially the top positions) cannot be guaranteed, unless you use a search engine paid inclusion or pay-for-performance program. If you provide SEO / SEM services, never guarantee your customers top-10 rankings: this characterizes you as an unethical SEO and possible spammer, apart from involving you in what is ultimately an impossible mission.
• The fact to remember is that the search engines rank "pages", not "sites". So if you install google toolbar and check website it will give different pagerank for webpages.
  
• 79.2% US Visitors don't go to page 2 of Search results in search engines
• 42% of visitors click on No#1 position
• 85% all websites traffic are driven by Search Engines
• Most Web surfers rarely go further than the third page of results, unless they are considerably interested in a wide range of materials (e.g. for a scientific research).That's why a position among the first 30 results (or "top-30 listing") is a coveted goal.
• Nowadays META tags don’t influence website position in search results absolutely! They can be of use as additional information source about the Web page for surfers only.
  
• PPC Ad: if you get a top-3 listing with Yahoo, your ad will be prominently placed
  with MSN, Altavista, CNN, and other search and news portals