So, if that were the general case then ALL seos should be able to prove to their clients that their ROI exceeds the consulting fees, in which case they can all work on a no-cure-no-pay basis.
The problem is proving that any change in sales is due to SEO activity and nothing else - "you say our 100% up turn is due to your optimisations but my wife reckons it's my new toupe, now those cable ads are drawing them in droves to the website ...".
If your sector fell by 10% but you only fell 5% did they do a good job?
