SEO used to be a very important part of any online marketing strategy. But if you base your entire marketing strategy around SEO and hope that Google will send you free traffic forever, you’re doomed to failure before you even start.
Not only is free search traffic not free but it's totally unreliable because it's completely outside of your control. No matter how good you are at SEO, or how much money you spend on your website, Google can slap you down a few pages on a whim, or remove you from its index altogether.
That means Google can put you out of business in a second, without any notice, and there’s bugger all you can do about it! Remember this above all else – YOU CAN’T BUILD A BUSINESS ON FREE ADVERTISING!