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It used to get a fair amount of organic traffic a few years ago to generate around 30 leads a day, and back then that was from just one keyword. A lot of people are seeing a strong decline of the amount of traffic that they get from the organic SERPs over the past few years. In that time Google started adding image results and news results in informational SERPs.  In the transactional SERPs they now place up to four paid ads at the top of the SERPs and often have shopping results within, above, or beside the SERPs.  And in local results they now have maps and local listings. Google is becoming a better webmaster and is trying to make more money from their SERPs.  Shareholders want growth and the folks at Google know that the best way to do that is to make more money from current traffic.  So they go heavier on the ads, in stronger positions and push the organic rankings down the page. Google isn't the only ones working. Most of our competitors have become experts and writing more effective Adwords ads and more effective at converting visitors into customers.  That is also taking the sales from above the organic rankings.  Over that time, if a webmaster has not upped his game in earning clicks and converting visitors and becoming a much more competitive and aggressive seller then his sales have fallen dramatically. Plenty of webmasters have worked really hard the past ten years and have not made massive big gains in their sales.  That's because their competitors are spending billions, google is skimming the best traffic, and everyone on the web has become a lot smarter.  So if those hard-working webmasters have held even in their revenue and profits that is the equivalent of being an awesomeasskicker of the past.