Multiple sources of traffic
People who are just starting promoting their products online typically think like this: “I’ll bring up a site, put some content on it and the people will come.” Technical founders are most frequently prone to this. After all, if you create a good product surely people will like it.
Problem is: people won’t know that it exists, even if they will like it. The issue goes even further. Creating one site is not enough, posting updates on the social media of choice is not enough. And it’s not because the system is rigged (even though you could argue some part of that).
Most of the time it is the unpredictable nature of “the algorithm” of your given social media platform or search engine. You pretty much have to guess whether Google will like your site or not and there is not much you can do about it.
Big projects with marketing budgets buy ads and use other ways to increase their online presence. Smaller ones often don’t have such luxury — and this is why we end up with “SEO gurus” and the endless chase for the right trick to make your site index better.
And in the end? You simply end up trying every possible way to land traffic on your site. Hopefully those ways aren’t illegal. But they sure do feel like it’s a grey zone.
The worst feeling about this is that you don’t have control and so the best way to alleviate that is to create multiple sources of traffic — whichever way you can.