Rankings 

Rankings are the position your site takes in the search engines index of websites.  For Google alone, there are over 220 factors that decide the first 10 results for a particular keyword.  If you are not on the first page of the search engine results you are missing out.  The top 5 results gain 80% of the traffic, another 10% for the lower 5 and the remaining 10% for page 2 onwards.