It’s so rare that I get to trot out the fruits of my philosophy degree. I couldn’t resist the Nietzsche reference for the blog post title.
As the recent Google adjustments proved when the update damaged any number of businesses and entire business models without warning, putting all your eggs in the SEO basket is incredibly risky. SEO can’t be the beginning and end of your online marketing – or your marketing in general.
A more balanced approach makes sense not just because search is an industry currently dominated by a single firm, but because search isn’t the only way people find what they’re looking for.
Word of mouth and social media; blogs, Twitter and traditional media; links from “resources” sections on other sites; pay-per-click advertising, traditional advertising … the list goes on and on.
Very few businesses should be relying solely on online marketing, and even fewer should be relying solely on search. Be sure that you’re not overdependent on a single sales or marketing channel any more than you’d willingly dependent on a single customer for the bulk of your revenue. Any disruption to either could prove fatal.