The case that you have told reminds me a lot of the case of a successful company with a thriving trajectory that had its headquarters in the country where I lived before, I will not say the name. The company was in full growth, hiring dozens of workers every week and changing offices every 3 months. It had a turnover of more than 100 million dollars. Well, a fateful day for the company Don Google changed the search algorithm and went from being in the first position of many searches to disappearing from the first page. His service was, is still good, providing great value, but his income decreased by 80% and he had to lay off 90% of his employees. The company is still alive and making money but it has never been or will ever be that company that was going to dominate its market niche.
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And sadly, that's not a rare story when it comes to relying on traditional media / social platforms...They can switch their site up in a second and all your hard work is useless.