The nature of the internet is that it is constantly changing.
The search engines determine page ranks based on around 200 algorithms that are constantly being updated, so it’s important to be aware of that and not to put all your eggs in one basket.
That applies not only to where you’re creating links back to your site but also how you generate your traffic, what business models you use and so on.
It was a little over a year ago that Google changed its policies regarding AdWords’ PPC campaigns and that affected a lot of people – some who were paying hundreds of thousands of dollars a month in advertising fees to Google. Many people lost their entire income because of those changes.
But those who were using other forms of traffic generation as well as PPC wouldn’t have noticed the changes as much.
Similarly, those who rely on solely on Search Engine Optimization as their traffic source may find their income drops considerably after a single change to the search engines’ algorithms, but those who use SEO in addition to other strategies will generally be able to bounce back.
You just need to be aware of the changes and move with them.
In my opinion, anyone in online marketing who is using a variety of traffic generation, credibility and SEO strategies, who uses ethical marketing – and who is providing value with good, relevant content – has nothing to be concerned with.