The first success metric that Target Marketing magazine highlights in their February 2009 spotlight on SEO is,
"...the web site...PortugalSpainBoth.com traveled from zero page one rankings on major search engines to 506 pages ones in nine months -- all through organic search."
Hmmm...
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Something smells fishy here and it's not their fishing industry...
Are you suggesting that there are too many rankings too fast?
It obviously depends on what they rank for. Ranking for 4 keyword phrase words that are never searched for doesn't help much.
Getting top rankings are a good thing and having success so quickly is not unheard of in my experience. With proper "White Hat" SEO tactics a website could gain that many organic rankings in 9 months. The questions that are not answered here or in the Target Marketing magazine is what keywords are they rankings for and how did the conversions increase based on these keywords? If these questions were answered we might be able to see if the increase is quality or just quantity. It does mention the increase in American tourists to Spain, but can they directly relate that to their SEO efforts? Some of us at Bayshore Solutions attend all the major industry events and at the SMX West this month there was a lot of talk about the decrease in ranking importance. You can see Matt Cutt's point of view on Rankings in 2009 in an interview with WebProNews, http://www.webpronews.com/topnews/2008/11/18/what-googles-matt-cutts-sees-in-2009.
this is great if you can achieve it....but is that a black-hat I see before me?