It starts by making sure it can afford the most current table stakes customers set. Even then, most of the time we find ourselves struggling to pay an overdue with more piling up every day. It could be something as simple of understanding what SEO work actually needs to be done and how valuable it is. Then it becomes a matter of making one small bet after another and the next thing you know you're pushing the limits of the site instead. That's what I talk to Kim Wood, of Toby & Merril Insurance, about as she works on paying hers.