Think that chart above is close to the ideal? Look how much of the traffic is coming from Google. Great, huh? You couldn’t be more wrong…
Well it is great while it’s bringing in all that traffic. But Google changes their search algorithms frequently, and what may have worked for you yesterday could actually hurt your site’s rankings tomorrow. What would happen to your business if all of that organic traffic went away overnight?
What is defensible traffic?
That’s why it’s better to have defensible traffic. What I mean by this is balanced traffic coming from a variety of sources. Take a look at the chart below. In this situation, if Google decides they don’t like you, you’ll still lose almost a quarter of your traffic, but that’s better than losing 80%.
Diversifying your traffic sources
There are a lot of places you can get traffic besides Google. Here are a few to consider:
- Direct – Get your brand out there and make sure folks know your domain name
- Social media – Which social channels work best for you will vary according to your type of business and your clientele
- Referrals – Got links?
- Paid search – Have you ever considered an AdWords campaign?
- Email marketing – One of the most effective marketing strategies
What part of the pie do you need to beef up?