Performance is a great strategy for take-off. And a terrible strategy for maintaining altitude.

"In the early days at Thumbtack, so much of our growth was coming from SEO that it made sense for it to dominate our growth roadmap. We spent disproportionate time generating content, earning links, and optimizing conversion on SEO landing pages. Over time, however, it became clear that we were running into diminishing returns from these efforts,... See more