Never rely on search engine traffic to support the bulk of your marketing efforts. The risk of doing this a greater than you think.

Search engines are constantly changing and evolving to stay one step ahead of spammers and unethical optimization practices. Recently, thousands of Web sites that were #1 in the Google search engine for many years suddenly found themselves on page 10, 20, 30 or worse.(This actually happened in September through early November 2005 due to a change in the Google algorithm.)

It is crucial to remember that your "natural rankings" or "non-paid page placement results" in the major search engines of Google, Yahoo, MSN, AOL and Ask Jeeves are free. Search engines do not guarantee the inclusion of any Web site in its search results.

That's why a solid marketing plan will have diversity. In today