It would seem unwise to build a business on something that may some day disappear through no fault of your own. Some might say that a business model which relies on free traffic is no business model at all.
In my situation, my business is large enough that when traffic is 'on' it requires several paid employees to manage it. Because of the type of business it is, I could not pay for advertising and have it be profitable, but when traffic is 'on', it is a very profitable business. It would be insane to walk away from the money just to have a 'real' business plan.
The solution for me has been to run as clean of an operation as possible. I make sure my employees are constantly aware of the possibility that they could lose their job in a week if everything doesn't line up perfectly, but I pay them well so that if I have to lay them off, they have no regrets. In the event of a Google catastrophe, I would manage the business with just me and my wife, and then
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