But I'd bet you money (well, maybe not...) that if you create your site with a lot of really good content (nice, large paragraphs with well placed keywords - but not overdone and spammy) you can get pretty high too.
I think part of the key is to differenciate yourself. There are a zillion hosting companies (and a zillion ecommerce companies, so I understand) and they all have the same content -- more or less...packages, features, price list, support, forum, faq, about us, legaleze, blah blah...
We decided to do a 180 relative to our competition. They choose to focus on features. We want to tell a story -- so our customers fall in love with the product and our company (we are nice guys and have an awesome product). Not just a cold-steel tool with a bulleted list of features and pro-forma pages in the site.
It takes guts to go completely opposite to what everyone else is doing, but if you're intelligent about it, I think it works.