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.
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