Diversifying has always been a solid business strategy, when thinking about how you get leads and customers.

Having different channels where your revenue comes from is important.

The classic “don’t put all your eggs in one basket” approach is true.

However, the last decade has been pretty fruitful just focussing on a single channel – like Google search.

You could get away with focussing there only, by dominating Maps and Organic, you could build a very strong business that way.

But that is shifting, back the other way.

For 1️⃣, Google is more unpredictable and volatile, and AI Mode is going to seriously shake things up.

2️⃣, Search itself has changed. People start their search on YouTube, they discover new brands on TikTok, they skip to Reddit to find answers. Google is not the default beginning of the search journey.

And 3️⃣, for obvious artificially intelligent reasons…

Just ‘Google it’, has been replaced with ‘go ask Chat’

For a business looking to get traffic, leads, and customers via Google Search itself, it’s not as reliable as it once was.

You should not rely on Google alone.

So the strategy moves back to being diversified.

(I can hear people saying, yeah yeah we always did this!) – and that’s cool. You’re probably the minority who worked on their Social, YouTube, did a lot of PR and email marketing, when others didn’t – good for you.

But the majority did not – they relied heavily on Google, and put all their marketing eggs into the Google basket.

The truth is. Google Search does not give as much value as it used to.

Google organic traffic across the board is down around 30-40% (so the reports say), and yes we’ve seen similar numbers.

YES – Google is still a dominant channel.

So don’t shift all your eggs away from it just yet.

Most our clients still earn majority of their leads from Google, but that is steadily diminishing.

I have a great case study about a company dominating Google Search, but revenue is declining. Stay tuned for that one.

So we need to diversify again.

And unfortunately, this means a bit more work.

I’m telling clients – you’ve got to do video, build your brand on social, get featured in local media, jump on conversations in Reddit, do quarterly email marketing, run Ads on Meta, post Shorts, get Yelp reviews…

Being visible in more places is going to give you the best chance of earning trust and getting in front of potential customers.

All your eggs in one basket?

Grab 8 baskets and divide your eggs amongst them.

Need support with your marketing efforts?

Get in touch. and let’s have a conversation.