Some people rely heavily on search engines, but if all the search engines disappeared tomorrow, how would you market your company? What marketing channels would be available to you if you couldn’t utilize SEO or SEM?
Obviously, search engines are never going to disappear, but small changes can drastically affect their impact on your marketing. If you rely completely on search engines, a shift in a search algorithm or an increase in the cost per click for your paid search campaign could devastate your company. Do you have a backup plan?
At the very least, you need to make sure that you are making the most from your existing website traffic, developing a way to continue to market to your visitors and giving them a reason to come back. Some quick and easy things you can do are to offer an email newsletter and RSS feed, launch a forum, or develop free tools available on your website.
The end result will be repeat visitors who you can continue to market to, and who will likely tell others about your website.
