Besides being bad business in general to spend money that can't be shown to bring a return, Wright points out that "in a world where relevancy criteria is in play, number 1 is somewhat nebulous."
Personalized search, quality scores, geotargeting, behavioral targeting, and other factors can make the concept of a "top result" that everyone sees a quaint memory. Wright says it's better to focus on the return, and not to let ego drive you to make bad decisions.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!