Blasphemy to many SEOs and conventional wisdom, we're sure. But c'mon. Lots of business takes place among friends and associates, in the community, both online and off, and through more traditional (including old media) channels.
Of course Google is great for capturing people as they search in their moment of need or desire, but Diversify too. Just like with a financial portfolio or keeping your personal network going for future job and employee prospects it's vital to keep other lines open into your business and sales funnel.
Google is fickle. Google's domination is great when it's on your side and devastating when you fall in their shawdow if you've failed to develop other traffic and sales streams.
So What Are Some Alternatives To Google?
Strategic partners and affiliates are one. Share copy and links (it happens!) with non-competing business who share your target. A birthday clown can network with party supplies store and bakeries. A car rental company collision repair shops and hotels.
No, these aren't new ideas, but a lot of tend to get lazy or end up wearing the Google Goggles (seeing Google as the only SEO force out there - not the actual new glasses from Google!)
Write for Hub Pages and Squidoo
These sites are pretty fun to write for and it's an easy place to share your expertise, build community and drum up some leads and sales. And a few backlinks. And these backlinks tend to deliver real, interested visitors, not just a little "link love" from Google (not that there's anything wrong with that).
Find Related, Non-Competing Partners and Affiliates
Join an affiliate program. Join a local or industry trade group or chamber of commerce. Brainstorm ideas, search online for potential partners - and call them. Old fashioned legwork.
Just a reminder to actually do it. Get out there and network with some folks. It's almost Easter time and we'd hate to see our small business customers put all their traffic eggs in Google's basket. It's not a reliable basket! We're online search and SEO guys, but we're equally marketers and small business success promoters.