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all the points, I guess, and if retaining a client means you have to spend more energy than their budget, time to say goodbye;
The world is not static, it is dynamic and everything moves forward, evolves and changes are made constantly to the search algorithms, competitors trying to outrank each other, new content gets attention and then people move on to the next interesting thing and so on.
Customers have to understand that and this is an expectation you should set. Measure what content works for the competition so your customers content creation can react to it.
