Most eCommerce business enterprises are traditionally dependent on Google for driving majority of their site's traffic. So naturally whenever the Big Daddy announces that it is going to usher a new algorithmic update, businesses - large and small go helter skelter. The cause of worry is not the update per say but the rippling effect it creates. Businesses put in a lot of hard work to reach a set ranking by following good business etiquette, advertising, content marketing etc. But Google often plays the spoilsport by rattling the company's long term efforts.

The bottomline is that doing away with Google is inevitable but business that solely rely on Google for organic search traffic are ripe to fall into the "vulnerability trap". That too head-on! Instead businesses should start looking for diverse sources and platforms to promote themselves.

Joel Wishkovsky, the CEO of Card Gnome opines that "eCommerce is like retail shopping from when your parents were kids". New changes happen so constantly that sticking to traditional models doesn't work well. In our case, Google's almost monopolist stance is just too risky a bait. Google Adwords and organic search are important but not the sole detriment for scaling new business heights.