Why You Should Not Rely on One Source of Web Traffic

White hat SEO dictates that you take a blended approach to your link building. A diverse and consistent link building campaign demonstrates to the search engines your commitment to branding your site and building your online presence. It is important to make sure that your site isn’t flagged for trying to spam or “cheat” the algorithm in order to artificially boost your own ranking. But that isn’t the only reason it is important to diversify your link building.
A diverse link building portfolio means you will always have a viable source of traffic

I’ve read several blog posts recommending that site owners do away with their sites entirely, and shift all their focus to social networking sites. After all, that is where your customers are! That’s what the people want! It’s the future of online marketing! All of those things may be true, but I would never recommend that a company delete their site in favor of a social profile.
Let’s say that Facebook, the megalith of social networking sites, disappeared tomorrow. I realize that this is highly unlikely, but it is still a possibility. Or let’s say that Google+ really is the “Facebook killer” some claim it has the potential to be and 90% of Facebook users migrate over to Google+. If you’re entire online marketing campaign centered on your Facebook profile, you no longer exist! I realize that this is a bit of an extreme example; I don’t think social media is going away any time soon, but you have to consider the possibility.

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