[dougk16]

Sure, but the question is how much capital they had to put towards getting that #2 spot. I'm an SEO newb so have no idea, but my guess is a fair amount.

[proksoup]

I'm sure the effort they put into SEO matters also ... but ...

I would bet more important though is their search and mind share. More people searching for chef that are actually searching for them.

I think the only way they got as far as they have is because of that search volume, not necessarily their content or the links to their content.

I am basing this on absolutely nothing, just theory ... curious what others think or know?