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.