SEO (Getting Ranked High in Google) is not something that every business / website can set as an achievable goal. For example, if you are starting a new t-shirt business, and want to be found in Google for people searching "T-shirts", then there is simply too much competition and it is not a realistic goal to get found for this search.

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On the other hand, if you have a niche product / service, or have a local business or service, then it is usually attainable to rank at the top of Google searches and can be a wise investment.