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It depends on how long you've been in the business. Sometimes you need some time for SEO, etc, to kick in.

How does SEO impact the churn rate?

It might get you more motivated customers.

Thank you! I'll give it a try. I'm just working on my SEO

You have pretty good SEO presence already so there must be something else going on

Why? I'm not in the top 10 for any keyword right now.