It is way too common I read about someone who is pissed because they can't dial back SEO performance to 2010 numbers or earlier. Its a different world now. Back before social took off like a bat out of hell everyone spent 90% of their online time surfing. That was great for SEO. Now people spend 90% of their online time updating their facebook status and following friends' tweets. There is still a lot of value in SEO, but it is never going to be like those glory days again. The equation is simple... There is twice the competition and one third of the search volume... so nearly everyone lost 50% or more of their volume from 2010... at least in e-com that is the trend. If you are desperate to get the numbers back then add social to your marketing mix. It takes a lot of effort to make social work (it is a totally different beast), but it not only makes up for organic search losses, but it can even surpass the past organic records. You can't change nothing and expect improvement... well I suppose you could, but it wouldn't be wise. Embrace change... you should have been changing all along with the times. If you haven't been changing with the times then play some catchup. Just stop being in denial about SEO and start adapting your strategy. All the successes are still there to be had. You just have to go to a few places now to get them. You're are not alone. Google is [email protected]#$ting a brick right know over facebook advertising. I know that my PPC spend has moved from nearly 100% adwords to 90% facebook and 10% adwords... Yes Google, I'm talking to you, It's a 2 way street you bitches. If you want to send google a clear message then find a better return for your ad spend outside of google. It isn't hard if you try. With google instant pushing up the CPCs it has made AdWords a poor performing network for most e-com niches... you cant sell $25 average carts and pay $1 CPC... the math just wont work... Google's strategy is money in the short term but pushing many businesses to explore new options like facebook (in many cases even against their wills and desire to not change)! If current SEO is kicking your ass then take it as a sign that you need to adapt.