Yesterday, I identified what is a content farm and explained why Google has recently taken issue with and action against them by tweaking their algorithm again. On a related note, today I’m going to talk about the importance of traffic diversity.
The Importance of Traffic Diversity
There are many ways to bring in traffic and many of these methods fall under the umbrellas of either paid or organic. Despite what some people say, we know there’s no perfect source of traffic and nothing is without its “catch”.
PPC costs a lot of money and a bit of time, SEO costs a lot of time and (sometimes) a bit of money.
While it’s certainly convenient and easier putting all of your eggs in one place where you can keep an eye on them… this actually isn’t ideal. No form of traffic is ever guaranteed and permanent, and Google’s content farm SLAP the other day is another recurring example and warning of that.
I’ve been doing SEO and building links for over 5 years now. Yet despite over 60 months of tedious link building, I know that it can all disappear tomorrow with one fatal “update” to a search engine’s algorithm.
PPC algorithms can just as easily be changed out of your favor if it suits those in charge of the advertising program, as well.
This isn’t all leading up to my saying that we should all begin cowering in fear under our mattresses because of the inevitability of one day feeling the firm backhand of Google on our rankings.
In reality, most online marketers would and should agree with any changes which Google makes because they are generally made in an effort to shut down the handful of bad egg marketers who try to get ahead through illegal methods and loopholes and ruin it for everyone else.
But don’t be fooled, Google is in a constant personal struggle when it comes to its complicated relationship with online marketers.
On one hand, online marketers play a HUGE role of responsibility for the billions of dollars in ad revenue which Google enjoys each year. On the other hand, most online marketers are constantly trying to turn a profit by putting their content and offers at the forefront of the SERPs, regardless of whether or not their content deserves to be there and is the best/most authoritative in existence as it relates to the search term.
It’s a fine line which is why no half knowledgeable online marketer can completely trust Google or any of the other search engines.
And again, while no one method is completely reliable, the MOST reliable method then becomes to spread out your traffic diversity as much as possible.
This is why a healthy online marketing plan consists of time spent in SEO, PPC (on search engines and social websites), social media and websites, forums, blogs, email marketing, RSS, joint venture deals, local searches, and off line advertising (speaking engagements, radio, television, newspaper, etc.) to name a bunch.
So if anyone ever tries to sell you exclusively on one form of traffic whether it be SEO, PPC, or anything else for that matter, grab your drink and walk away.