The phrase 'Cheap Wedding Dresses' has 150 million sites competing for position on google.co.uk ... Yet, they put this appalling excuse for a site www.d e b s b r i d a l.co.uk on page one for that phrase?.... How can this be? It doesn't matter what SEO they may have done on this site, Google always tell us they are weeding out the crap and sites of this nature will suffer.. If THAT'S suffering then I hope they make MY sites suffer!!...
Basically, many websites do really boost in 1st position over just a few days, and then disappear right out of nowhere. This is because probably these websites used black hat techniques in advancing into such position, then disappearing in a few days right when Google finds out about their tricks and then sends them to what is mythically known yet as the Sandbox or Sandbox effect.