Suppose your plumbing company in Cape Town invested heavily in SEO ranking boosters through a marketing firm or a search engine specialist. For a time, your traffic and revenue soared due to the uplift in rankings on Google.

Over this period, any individual who searched “Plumbing in Cape Town IL” or “Cape Town IL Plumber” found you first, before your competitors showed up.

Now, you’re still paying for the same marketing service and optimizing for the same keywords, but your firm isn’t showing up on searches until page three. What gives?

Your content still points customers in the right direction, your images are tagged, and your developer is elite and good at keeping your code clean, which Google likes. But your SEO has turned into a disaster, and sales are plummeting.

You fire your previously-trusted sidekick marketing firm, boot your industry expert developer, and start from scratch — investing more money into a sinkhole you aren’t prepared to handle.

Meanwhile, customers can’t find you and your competitors are rolling in revenue, which makes even your loyal customers wonder what they have that you don’t. And all the while, bills still need to be paid.

You still have to pay for the mileage and maintenance to travel to current customers’ homes and keep the stationed portion of your business afloat. A Web-related glitch is no longer a big deal; it could be a catastrophe.