Ok first, Matt I’m not calling you a horse. But Google.. well, how about we say “right from Google”.
Anyway, many people that don’t understand SEO often want a guarantee that they will be ranked #1 before they spend the money. That would be great if we could, but then everyone would be have a number 1 ranking. And where would that get us. On the flip side if an SEO company tells you they can guarantee you a number one ranking, you should either run away, or get them to explain exactly how and for what keywords they do this. It’s most likely not what you want.
Alright I’ll turn the rest of the explanation over to Matt.