Well, it's not, but I'll explain. I'm somewhat sick of people saying "rankings are not guaranteed". And, if you apply precise logic, then no, they're not guaranteed. But, if you apply that same logic to everyday things, like driving your car, you could also say that "it's not guaranteed that you'll arrive at shopping center that you're about to drive to" - because according to that logic, nothing is guaranteed. Why do people afford more skepticism (or indeed, pessimism) to SEO than driving to the shops? It's actually remarkably similar. I'm happy to say that I'll get to the shops if I start my car, drive onto the correct street, stop at the lights if they're red, then drive along the road and move my car in the direction it's supposed to go. I have a significantly high degree of confidence in arriving at my destination - such that I don't even consider it likely that I won't arrive. And because of that, I do arrive! I take exactly the same approach to SEO. I know that I need to 'start my engine', and follow all the other rules that I've found to be pertinent, and that if I do so, I have a more-likely-than-not chance of arriving at my destination - a top 3 ranking on Google. I don't always arrive, but in the vast majority of cases, I do. I suggest that the problem for most people is that instead of driving in an orderly and sensible manner when it comes to SEO, they try to be street-racers, and they crash and burn quickly, instead of arriving safely at their destination.