Hi jetjet
I had many number one spots within Google just by doing some basic Search Engine Optimization. At anytime I can get within the top 20 of Google; and If I can do this by following Google's requirements then anyone who takes the time to educate themselves could do the very same.
Most of the time people who use SEO services get a temporary high rank within Google and think that it is the only way as to get a good rank so they keep paying big $$$ instead of learning how-to do it themselves. Now when webmasters who are paying the big bucks stop paying the SEO companies for their service they find within a few weeks to a few months that their position drops way down. I'm sure you can verify this easily for yourself.
You have pointed out a website ice.com; saying that Google Adwords give special treatment to companies who spend big $$$... however from my experience this is not true. If this company or any other company wanted to pay for a sponsor position within google they would not have to worry about keywords etc... and would have no reason to try to get good ranks through 3rd party companies...
Don't take my word; check it out for yourself.
Later,
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