SEO: How Online Marketing Works

Some people think that Google will send them a lot of traffic, and if only they had that traffic, they would make a lot of money. But it is usually the other way around. Search engines follow people! So rather than waiting for Google to roll out the red carpet for you, it is best to start making connections. SEO is an ongoing process.

Which means to capture lasting Google rankings, you have to be where the people are. Some connections can be bought, but only some limited number before the investment strategy grows risky. And established market players likely have a bigger budget, a higher customer value, and more cashflow than a person just starting out does. Outspending is a very expensive way to try to catch up.