Google has apparently started blocking some of the big-name rank checking software used by many in the search engine optimization business, and one blogger has been weighing up whether this matters.

Stoney deGeyter, on Search Engine Guide, cites a few arguments in the "it doesn't matter" camp, which basically state that rankings aren't everything - for instance, a lower ranking in a heavily-used search engine - like Google - is better than a higher ranking in one no-one goes to - like Cuil.

Also, getting higher search engine rankings for frequently searched-for keywords is more important than scoring better on keywords that people never look for - like "Cuil search optimisation".

And most importantly, search engines are trying to personalise results for the user - so achieving top spot with one user (whose most frequently visited page is Cuil, say) may ruin the position when other users search.

However, Mr deGeyter plays devil's advocate in his blog and points out that before all this personalising there is the base set of results, and these results will be seen by many people.

So are rankings vital to search engine optimization, or should companies just be happy as long as their sales are improving?

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