Don't.
There are other ways of geting traffic.
As in investing: diversify, diversify, diversify.
Don't put all your eggs in one basket
Diversify
Multiple streams of income
Google is powerful and over-reliance on natural or paid listings at Google alone places any business at enormous risk. Both change like the weather and what works today may suddenly stop working tomorrow.
Some comments on specific quotes in that article:
"I predict a rebellion," says Jakob Nielsen, principal with Nielsen Norman Group (nngroup.com), an Internet-user research firm in Fremont, Calif. "People are going to tire of spending so much for web traffic."
Really? With the importance of search traffic not using it at all is unwise. If PPC is working for a business and generating positive cash flow it would be crazy to rebel. (Another old cliche: cutting off one's nose to spite one's face...I must be getting old.)
PPC is the golden goose for those who find an angle that works and it DOES work for many. It may not always though, so "make hay while the sun shines."
"All face a serious competitive threat from Google. "Google is the new Microsoft and then some,"
MSN is the most serious competitive threat TO Google. They will be getting a big share of the search market and primarily at Google's expense. They might already be if their Adcenter was more time effective.
Too much power has been in the hands of too few so more competition is good for advertisers.
