One of the biggest problems that online business owners (and off-line business owners, for that matter) have to deal with every single day is the constant threat and pressure of their stream of prospects drying up – simply because they have almost no control over the matter.
Whether you are counting on a direct mail campaign to be overwhelmingly successful, a television or radio spot to push highly qualified prospects to your door in droves, or search engine optimization to unlock the secret code of online wealth that you’ve been hearing so much about, you simply cannot allow yourself to get sucked into the “single source of traffic” prison that so many people find themselves locked in.
Yes, the best search engine optimization has become one of the most powerful and potent tools of pushing qualified prospects to your business (and almost greasing the slide of your sales funnel like nothing else), but it also has a darker side that a lot of search engine optimization professionals are just now discovering.
Google Panda and Google Penguin (and the soon to be unleashed Google Hummingbird) updates have changed everything
All you’d have to do to learn about the dangerous situation online businesses are dealing with every single day because of their reliance on a single source of traffic from SEO would be to search Google Panda, Google Penguin, or Google Hummingbird in any of the major networks and see the results that turn up.
It’s a nightmare.
With just a handful of changes to their search engine algorithm, Google completely rewrote the rules for success in the SEO world – and at the same time crippled millions of websites around the globe. One morning entrepreneurs were enjoying unparalleled success with their online efforts thanks to very specific search engine optimization tactics, and the next morning those same tactics were responsible for plummeting them into the depths of the unknown in Google’s rankings.
This is the danger of single source traffic from search engine optimization, and why you cannot rely on it to be your sole source of prospects.
Before we get to thinking this is a “Chicken Little” piece, understand that SEO isn’t dead by any means
The sky is not falling.
If you were reading the majority of articles about this exact same topic online, this is usually the part where they talk about how search engine optimization is dead and long gone – and that you need to abandon ship before it’s too late.
Nothing could be further from the truth.
Search engine optimization is still the most powerful form of leverage that small businesses and individual entrepreneurs have for creating success online, and an important part of modern business that isn’t going away anytime soon.
At the same time, you need to be smart about deploying your search engine optimization efforts and resources. While it used to be true that you could set up a long-term search engine optimization campaign and enjoy results for years and years with very little maintenance, the same kind of effort does not hold water anymore.
Not only are you going to need to stay on top of all your search engine optimization campaigns (almost on a daily basis), which are also going to need to explore new tactics, new tools, and new technologies to enjoy any kind of consistent success. This is just the new nature of the beast.
Expand your traffic generation efforts with multiple streams of prospects
What you are going to want to do, however, is begin to supplement your search engine optimization efforts with other traffic generation tools and tactics – for instance, tapping into social media or even off-line efforts to bring people to your web properties.
Think of your traffic generation methodology as a stool. You wouldn’t trust a stool that had only a single leg to hold you up for very long (especially if something came along and broke that leg underneath you). Even a two legged stool isn’t all that stable or steady, with a three legged stool probably being the bare minimum for you to feel safe or comfortable. Even then though, trouble can come along and kick out one of those legs, leaving you with a two legged stool again – possibly crippling your business.
However, if you build a 50 legged stool, you could break 40 of those legs and still have a solid and stable platform to do business from. You should be focusing on search engine optimization for sure, but you also need to be exploring other forms of driving traffic to your web properties, marketing, and advertising if you’re going to have a long-term business success.
Look to create that 50 leg stool.
Continue to innovate, continue to explore, and continue to do everything that means real success in our modern business environment and you should have no headaches or hassles whatsoever. Understand that traffic generation is critical to real-time success, and that the rules for boosting your business are always going to change and be rewritten at almost breakneck pace, and you will be primed for amazing results.