Why does the Easter Bunny hide its eggs? Because it doesn't want anybody to know its been messing around with a chicken!
Okay, wildly inappropriate, I know, but we're getting close to Easter and I'm talking about eggs so... well, you do the math.
We've all heard the metaphor about putting all your eggs in one basket, right. Basically, just don't do it! Why? Well, because you might drop the basket and find yourself eggless.
But if you had two baskets, or maybe three, four, or even a dozen baskets of eggs, dropping one basket would minimize your loss significantly.
So you've probably guessed by now that I'm not really talking about hiding eggs. I just started off that way that so I could tell a semi-dirty joke! What I'm really talking about is search engine traffic.
Right now Google is the 900 pound basket delivering a sizeable chunk of traffic (eggs?) to businesses on the web. That's fine and all but what happens when you lose your Google rankings for a day, month, year? Do you have to start cutting back? Is your business in danger?
I've found two unrelated posts recently that addressed this topic. Matt McGee tells us that we can diverisfy or die and Howard Kaplan defends Google against those that blame the search engine for "causing" a loss of business revenue. Great stuff!
One of the richest (and wisest) men ever to grace this planet once said, "Give portions to seven, yes to eight, for you do not know what disaster may come upon the land." (Solomon, Ecclesiates 11:2) Putting your business in a position to live or die by a single source of income, or in this case traffic, is a mistake. Its bad planning, bad strategy and bad business altogether.
Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.
If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.
Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.
Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.
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