Planet13 - 6:12 pm on Dec 13, 2010 (gmt 0)
Risk aside, why wouldn't you develop other revenue streams? Even if you could guarantee and secure a high ranking in Google, those other revenue streams still represent good money, surely?
Truer words were never spoken.
I am seeing better returns with Adwords* this Holiday Season than I have ever before.
This is partly due to the changes in googles algorithms forcing me to look into, and really become better at, other forms of customer acquisition.
*NOTE: I have had my clock cleaned by Adwords in the past, spending mucho dinero for little sales. So it has taken LOTS of trial and error to get it where it is a viable source of generating sales.
One interesting study I read was that by having an Adwords ad appear on the same SERP page as your natural listing, the clickthrough rates for the NATURAL listing often increase. People see the Adwords ad and might think it lends more credibility to the natural listing (maybe the natural listing doesn't have a particularly user-friendly title or description listed in the SERP).