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Ranking has value but it depends on what words you are ranking. You want to rank for many keywords. The more keywords you rank the higher the likelihood someone will find you and become your customer or client. By ranking high in google you do may be able to lower your advertising cost. When people use google to search, your keywords need to rank. There are many long and unique queries everyday. The more words you cover by ranking the better the odds of getting a customer/client.