Whenever you read about “diversification” the discussion usually revolves around earnings. “Don’t put all your eggs into one basket” is one of my favorite lines, which basically means “make sure AdSense is not your sole source of earnings”. Most successful website owners agree that diversifying your website earnings with other income streams such as Yahoo Publisher Network, CJ, AzoogleAds, etc, is a wise way to run your Internet empire. Not only does it reduce your reliance on Google, it can also help in increase your total overall earnings.
Less often mentioned is diversification of your traffic sources.
Without traffic, there can be no earnings – this means that the traffic to your website is
just as more valuable to a website owner than it’s advertising sources. Unfortunately many webmasters make the mistake of relying on Google Search as their sole source of traffic -putting them only one algo change away from disaster.
Take a good look at your traffic stats, and see where your traffic is coming from. If it’s like most sites, probably 75%-85% is coming from Google searches. Although this means all your SEO work has paid off, it also means that your traffic may not be well-balanced.
Other traffic sources:
- Direct Traffic: Loyal readers/members
- Backlinks from high-traffic sites
- Social Networking sites such as Myspace, Digg, Stumbleupon, etc
There are probably many other traffic sources that I haven’t even thought of, but you get the idea. Just as it’s not wise to rely only on Google Adsense as your sole source of income, neither should you rely on Google Search for the majority of your traffic.