In a recent interview published on YouTube, Google’s Gary Illyes shared some insightful advice for small sites looking to compete against giant platforms like Reddit and Amazon in the search engine results pages (SERPs).
Understanding Big Brand Dominance
During an SEO session back in May, Gary addressed a question about how smaller brands can stand out against established platforms like Reddit and other major players. While some may argue about Reddit’s dominance, Gary’s response addresses a broader issue of competing with big brands in the SERPs.
Here’s the question that sparked the discussion:
“Since Reddit and big publishers dominate the SERPs for many keywords, what strategies can smaller brands employ to compete, aside from focusing on long-tail keywords?”
The Evolution of Big Brands in SEO
Gary’s response delves into the history of big brands in the SERPs and how the SEO landscape has evolved over time. He reflects on platforms like About.com that once held the top positions in search results before being replaced by newer contenders.
According to Gary:
“Every few years, a new brand emerges as the dominant force in the SERPs. It’s a cycle that keeps repeating itself.”
How Small Sites Can Compete
Despite the ongoing battle for SERP supremacy, Gary emphasizes that small sites have a chance to outperform their larger counterparts. He suggests two key strategies:
- Observe and learn from successful competitors
- Pioneer innovative marketing strategies to carve out a niche
Waiting for others to lead the way may not always be fruitful, so taking proactive steps is crucial for smaller brands looking to compete effectively.
“Rather than waiting for someone else to pave the way, small sites should focus on creating unique marketing approaches to challenge the dominance of big brands in the SERPs.”
Capitalizing on Long Tail Keywords & Beyond
Additionally, Gary highlights the importance of long-tail keywords in driving traffic to small sites. Contrary to popular belief, long-tail keywords don’t necessarily have to be lengthy phrases; they simply cater to specific search queries that big brands may overlook.
“Embracing long-tail keywords and niche topics can attract significant traffic to small sites, laying the foundation for future growth.”
By focusing on building relevance through long-tail keywords and gradually expanding their reach, small sites can establish a strong online presence and eventually challenge industry giants.
Empowering Small Sites for Success
In conclusion, Gary underscores the agility and innovation that small sites possess, allowing them to outmaneuver larger competitors in the ever-changing digital landscape. While big brands may have the resources, small sites have the speed and flexibility to make bold strategic moves and gain a competitive edge.
With the right approach and dedication, small sites can certainly rise above the competition and carve out a significant market share in the online domain.
Watch Gary’s insightful interview response starting at the 20-minute mark for more inspiration:
Featured Image by Shutterstock/Volodymyr TVERDOKHLIB