[snip] We haven't dropped a dime in SEO companies or advertising efforts to any of those type of companies, yet when you search our industry terms (not product names) we're always within the top 4 or 5, usually #1. What are ALL the criteria for high rankings? Is it cross linking? meta tags? pure context? what? [/snip] There are a combination of things including all that you have mentioned. The fact of the matter is that the company that you work for is highly specialized and your potential customers do not go to the web looking for your products. Your website is primarily used for information, education, and support, as are the others in your industry. New customers come to you via other channels, using your website to gather more information about the products and services that they need. Sometimes we lose sight of the things that websites are meant to do dependent upon our niche. SEO placement is not always as important as web devs make it out to be. In your industry you want to do it well, but it is not likely to bring you new customers. That is very different from some other site that is in a market where new customers are gathered due to their ability to demonstrate, sell, and ship the product via the web. Perhaps a product that is more ubiquitous, such as kitchen gadgets or books or DVD's. Those require higher (and sometimes 'paid for') SEO placement because potential customers aren't going to go to the next page or maybe even half way down the page. FWIW I did a basic search and your company came up first. What surprised me is that when I view the entry page of the site and look at the source of that page that there are no meta keywords. You do not get those until you have selected a geographic region.