A few weeks ago, I received an email from a client. His website had been stuck on pages 2 and 3 of Google for months, unable to break through to the first page.
“I need better rankings,” he told me.
I ran a quick analysis and immediately saw potential. His website was aged, had solid authority, and strong citations—all the right ingredients for success. The problem? Contextual relevance.
His pages were optimized, but they were missing crucial entities—the words, phrases, and relationships that Google looks for to understand what a page is really about.
So, I did what any SEO expert would do.
- I carefully added relevant entities to his existing content.
- I strengthened internal linking using semantically relevant terms.
- I left everything else untouched—no backlinks, no fancy technical tweaks, just pure on-page optimization done right.
And then, something incredible happened.
The Results: SEO Magic in Less Than 30 Days
I make it a habit to check rankings weekly. By the end of the first month, the results were clear:
His pages had jumped to the first page of Google, landing at positions #3, #5, and #7 for his main keywords.
I was excited. This was a textbook case of SEO done right.
I quickly drafted an email to share the good news.
His response?
“I’m already on the first page—I don’t need SEO anymore.”
Wait… what?
The Disbelief: When SEO Success Backfires
At first, I thought he was joking.
I explained that SEO isn’t just about getting to the first page—it’s about staying there and moving up. Google’s algorithm is always changing. Competitors aren’t sitting still. Without ongoing work, rankings inevitably drop.
But he had already made up his mind.
“I’ll hire you again if the rankings drop.”
And just like that, I was fired.
I sat back, thinking about how often businesses misunderstand SEO. They see it as a one-time project, a box to check off. But SEO doesn’t work like that.
Why First-Page Rankings Aren’t the Endgame
The reality is:
90% of online experiences begin with a search engine
SEO leads convert at 14.6%, while outbound marketing only converts at 1.7%
75% of users never scroll past the first page, but the top 3 results get 75% of the clicks
Ranking on the first page is great. But being #3, #5, or #7 is not the same as being #1.
The difference between the #1 position and #5 position can be the difference between thousands of extra visitors per month—or barely any at all.
This is something Neil Patel has always emphasized:
“SEO is a marathon, not a sprint. If you’re not investing for the long haul, you’re setting yourself up to lose out on the compound growth that comes from a well-planned strategy.”
SEO isn’t just about reaching the first page. It’s about defending that spot. It’s about growth. It’s about not letting your competitors take what you worked so hard to achieve.
The Hard Truth About SEO Investments
I get it—business owners want quick results. They don’t always see the bigger picture.
But here’s the hard truth:
If you pause SEO after reaching the first page, you will eventually fall back.
Your competitors will optimize, improve, and overtake you. Google will change its algorithm. Your rankings won’t stay high on their own.
SEO isn’t a cost—it’s an investment in long-term visibility, trust, and revenue.
Some businesses understand this. Some don’t.
My Takeaway from This Experience
Getting fired for great results isn’t something that happens often. But when it does, it serves as a reminder:
- Not all clients understand the true value of SEO
- SEO education is just as important as SEO execution
- Results matter, but mindset matters even more
Some businesses only want to invest in SEO when they’re struggling. The smart ones invest before the struggle begins.
So, to every business owner reading this: Don’t stop SEO just because you’ve reached the first page. That’s when the real work begins.
Would love to hear your thoughts—have you ever seen businesses make the same mistake? Drop a comment below!