The internet marketing scene has seen a lot of changes, upheaval even, over the last twelve months or so. A great deal of this emanates from Google. The Panda series of algorithm updates impacted on many marketers starting in early 2011 and running in a series of perpetual updates right up until now.

Many marketers adapted their approach to marketing and some thought that they had either escaped, or in some cases recovered from, Panda when the Penguin update hit. This time it looked as if Google were going after unnatural link building techniques and several well known blog networks got outed.

Since then, there has been a lot of hand wringing in a host of internet marketing forums. Link building is dead, SEO is dead, internet marketing will never be the same again. The prophets of doom might even be right. The latest rumor is that Google will integrate paid search engine listing with organic listings for certain markets in the near future.

Who will be able to compete with large corporations on those terms? Whoever has the deepest pockets will simply buy their way to the top of the rankings.

There have been a variety of suggestions, – some sensible, some less so – as to how to respond to Panda and Penguin. The thing that it may be time to come to grips with is that, by the time anyone has the slightest idea how to deal with Google’s latest algorithm, there will be yet another “update” rolling out of G’s Mountain View HQ.

You would be forgiven for thinking that Google is, quite deliberately, using confusion tactics. Quite frankly, if you are an internet marketer, you would be forgiven for thinking that Google is messing with your head right now.

At the end of the day, whatever the quick fix (and there is bound to be one along soon) to get back into Google’s good graces, it might be a smart move to reduce your reliance on Google for your online business success.

Investigating other sources of traffic would be a reasonable starting point. Another good suggestion might be to ensure that a certain percentage of your online income is genuine residual income. At least that way, if your traffic reduces, or dries up completely, you will still have some money coming in whilst you decide what action to take.

Of course, whilst these may be perfectly valid suggestions, they might also be easier said than done. Nevertheless, if you want to have a long term future in internet marketing, it may be time to take the tough decision to distance yourself from Google somewhat.

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