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Using TinnaDog's example - yahoo and google seem about as good as each other for 'cell phone insurance'. There are some related links in the Google and Yahoo top 10. The No.1 site on Yahoo is a very short page hosted at Blogspot - so I'd say your friend is very lucky to be number 1 on Yahoo, rather than criticising Google for not having as No.1 - because, to be honest, that site is just as relevant as some of the others in the results.
Google is still the best one out there. If your site ain't ranking well, it's 99% your own fault. Suck it up people...a good workman and all that.
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