In the ever-evolving landscape of online business, the importance of search engine optimisation (SEO) cannot be overstated. For years, businesses have invested significant resources into optimising their websites to rank higher on search engine results pages (SERPs), with the ultimate goal of attracting more organic traffic.

What is SEO?

SEO, or Search Engine Optimisation, is the practice of optimising a website to improve its visibility and ranking on search engine results pages (SERPs). It involves various strategies and techniques aimed at enhancing the relevance, authority, and user experience of a website in the eyes of search engines like Google, Bing, and Yahoo. These strategies typically include keyword research, on-page optimization, technical optimization, link building, and content creation. The ultimate goal of SEO is to increase organic (non-paid) traffic to a website by improving its visibility for relevant search queries, thereby driving more qualified leads and potential customers to the site.

Impact of algorithm changes in SEO

The recent March 2024 core update from Google has once again sparked outrage among website owners and industry players alike. Among the casualties is HouseFresh, an independent review site that witnessed a staggering 91% drop in its traffic overnight. This sudden decline serves as a stark reminder of the risks associated with relying solely on SEO for online visibility.

The fallout from Google’s algorithm updates is not a new phenomenon. For more than two decades, businesses have experienced the highs and lows of algorithmic changes, often finding themselves at the mercy of Google’s ever-shifting algorithms. However, instead of placing blame solely on Google, it’s crucial to acknowledge the inherent risks of depending entirely on one traffic source for business success.

It’s understandable that businesses feel frustrated and even betrayed when they see their organic traffic plummet due to algorithmic updates. After all, many have invested considerable time, effort, and resources into building their online presence and optimising their websites for search engines. However, it’s essential to recognise that Google’s primary responsibility is to provide the best possible search experience for its users, not to ensure the success of individual websites or businesses.

Moreover, relying solely on Google for organic traffic is akin to putting all your eggs in one basket. While SEO can undoubtedly drive significant traffic and lead to substantial business growth, it’s inherently risky to rely exclusively on one channel for customer acquisition. Just as a diversified investment portfolio reduces financial risk, diversifying traffic sources can mitigate the impact of sudden algorithmic changes or fluctuations in search rankings.

There are several reasons why businesses should not focus solely on SEO:

1. Vulnerability to Algorithm Changes: As demonstrated by the March 2024 core update, Google’s algorithm changes can have profound and often unpredictable effects on website traffic. Relying solely on SEO leaves businesses vulnerable to sudden drops in organic traffic, which can have significant repercussions on their bottom line.
2. Limited Control: While businesses can optimise their websites for SEO, they have limited control over how search engines interpret and rank their content. Factors such as backlink profiles, user experience, and content quality all play a role in search rankings, but they’re not entirely within the control of website owners.
3. Competitive Landscape: In many industries, competition for top search rankings is fierce, making it increasingly challenging for businesses to maintain their positions. As more companies invest in SEO strategies, the competition for organic visibility intensifies, making it harder for individual businesses to stand out.
4. Evolution of Search: The way people search for information online is constantly evolving, with new technologies and platforms shaping user behaviour. While SEO remains a vital component of online visibility, businesses must adapt to changing search trends and diversify their traffic sources to stay ahead of the curve.

So, what’s the alternative? The answer lies in diversifying traffic sources and adopting a multi-channel approach to online marketing. Rather than relying solely on SEO, businesses should explore a variety of channels to attract and engage their target audience. This may include paid advertising, social media marketing, email marketing, content partnerships, and more.

By diversifying their traffic sources, businesses can:

• Spread Risk: Diversification reduces the reliance on any single channel for traffic and revenue, making businesses more resilient to sudden fluctuations or disruptions.
• Reach New Audiences: Different channels attract different audiences, allowing businesses to expand their reach and connect with potential customers who may not use traditional search engines.
• Enhance Brand Visibility: Maintaining a presence across multiple channels increases brand visibility and recognition, reinforcing brand loyalty and trust among consumers.
• Optimise Marketing ROI: By tracking and analysing the performance of various traffic sources, businesses can optimise their marketing efforts and allocate resources more effectively.

In conclusion, while SEO remains an integral part of any online marketing strategy, businesses should not rely solely on organic search traffic for long-term success. The recent upheaval caused by Google’s March 2024 core update serves as a stark reminder of the risks associated with depending entirely on one traffic source. Instead, businesses should diversify their traffic sources and adopt a multi-channel approach to online marketing to mitigate risk, reach new audiences, and maximise their marketing ROI. By embracing diversity in their marketing efforts, businesses can future-proof their online presence and ensure sustainable growth in an ever-changing digital landscape.

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By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta