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Being even in top 5 results on first page of SERP's is not enough these days. Sure, there's money in #1 & #2 positions, but at what cost? 1 year? 2 years? ( I'm talking about high competitive terms NOT local phrases. )
The reason I've started to reflect upon the opportunity cost of the Link Building part of the SEO equation is because I'm beginning to see equal success in customer acquisition via the social route.