Anyone can make cuts. But not everyone’s a Surgeon
It takes no skill to drive paid traffic to a website. Anyone at all can wield this power and most who try quickly waste their budget and lose their confidence having acheived zero results.
Having tried this approach some companies then go on to employ agencies who actually profit from your click costs or sales, achieving ‘some’ results but not providing the full benefits back to your business.
Getting to the top of Google and staying there.
Getting to the top of Google (whatever that actually means) and staying there is a laudible objective indeed but probably not the best way to think about your digital marketing and is the one thing some digital marketing people do not want you to know about. The ‘Penguin’ update is a prime example of this with millions of web sites suffering a drop in rankings because of bad link building practices which agencies knew at some point would be rejected, yet some years link building at almost any cost was considered the ONLY form of SEO left. And it is not SEO at all.Many agencies will make impressive promises to get you listed at the top of Google because they believe this is what you want to hear.