You may have noticed an increase in your page rank if you don't spend large quantities of money on web advertising, but you do have a fairly decent amount of natural links to your site. This is due to the latest google update which removes the value from paid advertisements when calculating where your web sites rank in the search results. The big guys with multi-million dollar advertising budgets, who buy banner ads all over the web, may find themselves getting knocked down several slots in the search results.