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The rotation consists in listing diffrent sets of first-page search results.
For highly competitive key phrases, I would say it's 100% sheer luck who hits the top.
I've been at the top of Goggle's search results a couple of times, but only for a short period of time, and that with pages not specifically optimized for Goggle or any other SE.
Many top-ranked sites are plain shit, both when it comes to coding and content (body copy). This makes it hard to believe that they've been designed with care to achieve top-rankings.
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