It’s no secret that Google is able to deliver a large amount of traffic to websites. In fact, some websites receive over 90-percent of their traffic from Google. But, with this kind of lopsided percentage also comes Google dependency.

Google dependency can have a huge downside when the algorithms are changed and sites that have enjoyed top positions in the rankings and sometimes for year have all of a sudden dropped deep with the SERPs. In fact, many online businesses have gone out of business because of this kind of shake up in the rankings. The Florida update a few years back is just one example.

So, how does one become less dependent upon Google? The key to becoming less dependent upon Google is becoming more dependent upon other search engines like Yahoo, MSN and Ask plus direct traffic from other sources. Google places a higher value on the inbound links than it does in on-page optimization.

In order to rank well in Yahoo, MSN and Ask, however, one has to put a priority on the on-page optimization of a website. By maximizing both on-page and off-page optimization, websites will be able to lessen Google dependency and receive more targeted traffic from the other search engines.

Placing a website’s links in directories, trading reciprocal links, submitting articles to article banks and writing press releases with links back to the website are also a good way to market one’s site and become less Google dependent.

Those who diversify their marketing efforts on the Internet are more likely to weather the storm when the inevitable drop in the SERPs occur. With less Google dependence comes empowerment and this is something that all Web businesses would do well to strive towards.

Filed under: Search Engines