One particular company’s CEO was a good friend of mine. He made it to page #1 a few years after I did, and even held the #1 spot for a while. For those couple of years business was booming for my friend and fellow CEO. However, to stay on top of Google he soon resorted to unethical link building techniques, which eventually pushed him down to page #3 and page #4 of Google. To make a long story short, he is literally no longer in business.