It's good to be number one. There's a certain thrill at typing a phrase into Google and seeing your content come up in the top spot. If you've worked hard creating original and compelling content with strategically considered and appropriate titles, it's great to be rewarded with a respectable position. If you've been reading our newsletters you understand that search engine results are based primarily on the relevance of your content. Search engines work hard creating mathematical models that weigh words, context, and popularity/authority to establish a page's relevance to a given phrase. Once all the factors are calculated, a page's position is established. You might tweak content a bit to improve standing, but position is ultimately tied to how relevant content is to the search term used. Relevance is everything. But how search engines determine relevance is always changing.
A new relevance factor is emerging that may radically change the way search engines determine relevance - and it's already here. The factor is intent, and it will forever change the way we think about a web page's position in the search engines.