The forums are awash with comments concerning the status and impact of the Google Big Daddy update. Whilst Google is pursuing this to improve their infrastructure and the returned search results the implementation seems to be having an adverse impact on many online businesses.

Search results have become random. Some sites disappear from the index and then reappear. Results from Google search engines around the world are different for the same enquiry. Sometimes sites loose hundreds of pages from the index overnight and they have not yet returned.

Whilst this is a poor service and Google should have done better the issue highlights a very basic business principle. Do not put your business at risk be having too large a percentage of your business flowing from one business partner.

Last week Marks and Spencer suppliers in the UK found the same issue had impacted them when they were asked to cut their costs by 20 percent to improve Marks and Spencer margins. Did the company consider the impact on its suppliers, I doubt that it was a major consideration.

On the Internet there are several search engines and MSN and Yahoo should not be overlooked. These engines are investing to improve their performance and are a valuable source of visitors.

Increasing site visibility by linking with other sites enhancing your Link Popularity , increasing the exposure of your url in your advertising communications and online marketing through email, PPC and banner campaigns are all opportunities that should be actively explored.

If you depend too much on Google search results you may regret your decision with the next Google infrastructure or algorithm change.