The problem with only using one single road to get anywhere is that in the end, even though that road may be considered the best for you at that point – things change. You will wake up one day and find that road has been discontinued or someone’s put a road block up or put a diversion in place.
And yet this is what I see all too many website owners do and I’ve been down that one, single road myself. And when it gets shut off or narrowed it hurts.
The most common single road that people use and rely on exclusively is search engine traffic, or more specifically – Google traffic.
If you are getting good rankings in the organic listings at Google for popular phrases it’s like dream time. You get floods of traffic without having to do all that much to maintain it.
But it’s a false thought to think that it will last forever. Eventually somebody is going to do something that totally rains on your parade. Whether it’s Google themselves or other website owners. The law of averages dictates that you are not going to maintain your position and traffic levels forever.
The only exception to this is if you are devoting a LOT of resources to search engine optimization work but even then your main source of traffic is totally in the hands of somebody else – Google.
It’s like the scary public info ads on TV – you never think it will happen to you. But let me just ask you - if you are one of those website owners who is right now getting 70% or more of your traffic from Google – how would you feel if someone suddenly turned that tap off?
So this is what you need to protect yourself against.
“I’m not saying don’t go after Google traffic because you SHOULD. It’s great traffic and there’s plenty of it. Just don’t rely on it too heavily or to the exclusion of everything else.”
This is another reason why it pays to get to grips with pay per click advertising methods. If you quickly set up pay per click campaigns that are profitable and send you good traffic then any unexpected roadblocks that come your way can be dealt with in the short term using PPC until you find a longer-term solution.
Ideally of course – you will already have many differentstreams of traffic in place so you’ll be ready for worrying possibility. So there you have it – don’t just use ‘one road’ to the exclusion of all others – it’s a dangerous habit to get into.
[Via - Michael Cheney]
How To Only Pay For Leads That Result In a Sale
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