Everyone has a predefined opinion on what people search for to find their business, and what keywords they can get higher rankings on. But what most SEO agencies don’t tell you is that really what they are doing is focusing solely on rankings and traffic, and not whether those rankings will actually bring you qualified traffic, that will convert into actual dollars, Euros or Pounds.
You have to be able to protect your website against the constant, relentless updates of Google, and not rely on any one particular tactic to rank. Getting to the top of Google (which is the aim of most SEO agencies), should not be the aim. The aim should be to implement a strategy to employ a wide array of tactics that ensure a defensible stronghold on your rankings and results.