reality
When it comes to your website, although you may think its the best thing since sliced bread, and it may have good useful information or products available, in reality your site is just another one of over 1 BILLION websites on the Internet.If every site out there were ranked as #1, there would be no #2 and nothing would be able to be found. No company would stand out better than any other. You wouldnt know whether to go to ESPN or Joe's Bait & Tackle for sports information, or whether to go to Martha Stewart or Fred's Transmission Repair Center for cooking advice.
Now is the time to accept reality. Your site can be #1, but it may never be. You can spend excessive amounts of time & money trying to get perfect SEO/SEM on your site, but in reality, you site may never rank higher than 2nd or 3rd in a particular query. This is normal. This is how the Internet works.
The scam artist's techniques involve convincing you that if you try just one more thing, it will be the Panacea that you are looking for. But where does it end.... when you've exhausted your budget and are no closer to the Top Position in a query than when you started, and youve spent resources that would have been more efficiently used on other types of paid marketing.