AG4Life - 2:33 am on Oct 22, 2011 (gmt 0)
The whole "build a website that doesn't rely on Google" thing is interesting.
I've noticed many people these days don't even bother typing the domain name into the URL section of the browser anymore. What they do is they actually go to Google and search for the website e.g. searching for "webmaster world" and then clicking on the first result.
If have a website and you're not in Google, you're screwed. Yelp certainly know this.
There's a difference between not relying on Google (for the majority of your traffic), and not being listed in Google at all. Most websites still do rank for their name (unless their name is a really common one, or they've been severely penalized), but if you rely on competitive keywords to bring you organic search engine traffic (not just Google) as key to staying alive, then that's a huge risk being taken there.
Sometimes, SE reliance is thrust upon websites without really being much of a choice, for example, if Google really really likes your website right now, then having a huge percentage of your traffic coming from them is unavoidable - but such good fortune should be taken advantage of and used to gain as much traffic from other sources as quickly as possible through social marketing, brand name building, and traffic generating link building, or even just improving results from other search engines. The ironic thing is that the more non Google related traffic building you do (as long as it's all genuine, relevant traffic), Google will probably like you even more and you will be more protected from algorithm changes in the future!