As the old adage says, a coin has two sides. Similarly, a business owner has to weigh the pros and cons before he opens his wallet to a web designer or a web designing company. The benefits of ranking obsessions are that a web page or pages will automatically generate heavier traffic, increase funds to the vaults, be easier for the boogie-boarders to find (and a large audience is sure to be indexed into the data-base, paving way for a fruitful future.)
Sadly, non-conceptualized key words may lead a boogie-boarder to a different site altogether. It is impossible to assure the conversion of flux. One of the major negative aspects in ranking is that it cannot not be measured if a web designer uses Flash-based content. Ironically, many web designing companies and independent architects fashion colorful and fantastic web pages, knowing little to nothing about how search engines function; and content scribblers script long-winded articles without proper wording or paraphrasing.
Recently, one of the advertisers on Craigslist scripted an advertisement with one word repeated more than 100 times in a short article, assuming that his website would be indexed by the search engines. The six-million-dollar question is whether spiders would be able to arrest the words coming out of websites like this one, because as of 2012, over 644 million websites have been registered; 3.4 million just since the month of February. One has to wonder how much of search engine optimization is really about optimization and how much of it is just obsession?