In the early days of the Internet, many businesses offered performance-based SEO for Google and Yahoo, charging only based on results, like ranking in the top 10 or top 3. However, as Google and Yahoo evolved and their ranking criteria changed frequently, it became increasingly difficult to achieve those results, making performance-based models unsustainable.
Looking back, this challenge isn’t just limited to SEO; it applies to marketing and advertising agencies, as well as companies that create websites and e-commerce platforms. A performance-based model is tough to sustain in these areas too.
There are countless external factors at play—not just technical ones. If the product you’re advertising is overpriced, or if it simply isn’t appealing, it won’t sell, no matter how hard you try. Increased competition or a downturn in the economy can also impact sales, and these are things we can’t control. Even with improvements to your website or advertising efforts, you might still struggle to make sales.
That’s the challenging reality of the marketing business.
