Do you think that it’s wise for a website to have multiple streams of traffic just like the book Multiple Streams of Income says you should have multiple revenue sources?  That is quite wise of you, indeed.  If you’re depending on all your traffic from one source, you’re on very shaky ground.  You need to use additional traffic generation strategies.

For example, if you’re depending 100% on organic search engine rankings to get traffic to your website, what happens if after the update of the search engine’s ranking algorithm you plummet from the top result to the one thousandth result? 

You’re likely out of business at that point since it’s hard for a business to survive without customers and if you’re an online business, then it’s pretty darn tough to get customers if you don’t have any traffic to your website.