Why if PR and DA are higher is this site lower in SERPS

[smashseo]

Hi there

Why if PR and DA are higher is this site lower in SERPS.

Example:

https://www.google.co.uk/webhp?sourceid=chrome-instant&ie=UTF-8#hl=en&sclient=psy-ab&q=samsung+SF-4200+cartridge&oq=samsung+SF-4200+cartridge&gs_l=hp.3...13009.13824.2.14464.2.2.0.0.0.0.72.143.2.2.0.eiatsh..0.0.l4idQl3RGWc&pbx=1&bav=on.2,or.r_gc.r_pw.r_cp.r_qf.,cf.osb&fp=69f1c60047c60e0c&biw=1045&bih=580

Pos 1

www.inkfactory.com/ink-cartridges/samsung/sf4200-series

PR:1 DA:48

Pos 3

www.internet-ink.co.uk › SAMSUNG INK

PR:25 DA:60

I though is you had top DA and PR you should out rank those below you?

[SaforwebDesign]

There are a lot of rank factors. One of the most important is "fresh content". If a site is updating and creating new content weekly, this site will be higher than other who his last post/article/edit was a long time a go.

[EGOL]

This question is asked over and over again in the SEOmoz Q&A.

"Wah! My DA is the best but my site isn't #1. WTF?"

This question rarely gets a satisfying answer and when it is answered well the person who asked the question is usually not happy to hear the truth.

This is one of the most widely used SEO tools on the internet and people don't know what it means.

Since these same questions recur so often and with such passion SEOmoz should address it with a detailed article that is obviously posted where the people who use this tool will clearly find it.

That will ensure that a good tool is used properly and so many people are not going around with their panties in a wad.