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It's definitely an area of concern for me, all traffic is organic, I do not apply any paid search for this client so you are right in saying that there is a definite potential to be severely impacted with algo updates - it can be dfifficult trying to convince a client who is reaping the benefits of search traffic to branch out into alternative means as a contingency.
Have you thought about possibly using Eric Wards URLwire service. Then you can be assured that the information is being distributed to relevant newsworthy contacts with very authorative domains should they link back. (http://www.urlwire.com/)
I have a client site in the Travel sector.
Primary means of promotion is SEO with a mix of Social for Brand Awareness. Most work has been on-page optimisation with a small link building campaign.
Results have been a 30% YOY increase in traffic with a split of
Most search traffic started as variable keyword input, however due to the work carried out in the Social sphere, most Search traffic is now Brand-related. Focus now is on diversifying referral-based traffic through associated micro-sites and blogs
I've never heard of a 30%+ conversion rate certainly never experienced anything like that on any site I have ever worked on. What are people signing up for?
If you can get links from Facebook Fan pages and Businesses then they are easily indexable and will show up in G Webmaster Tools
You may want to look at increasing the amount of unique domains linking in, at present you only have 4
Try finding some authorative resources, invest in building links from these and analyse the results.
It will take time.