A new interview featuring Google’s Gary Illyes is giving readers the chance to achieve some great advice on how smaller brand sites can offer good competition to big names in the tech world.
The interview that can be found on the YouTube, reveals the factors that small creators must take into consideration if they wish to compete with established brands in the industry. And we’ve summarized the findings for your convenience below.
As far as big brand dominance is concerned, a lot of talk revolves around Reddit which seems to be the core competitor website that smaller publishers are fearful of coming head-to-head against. Hence, when one viewer asked what smaller webmasters had to do to flourish, other than use long tail key terms, the answer was simple.
Big brands are always going to be found at the top of SERPs, getting washed out when trends change. Gary explained how most of the SEO history we see includes small names trying to outcompete bigger ones. After all, every big site was once a small-scale name too, right?
Many were small startups that were successful over the years. Now small brands can wait for an expert to figure out the trick for outcompeting others, and then simply copy their idea. The other way is making the effort themself in terms of figuring out what to do next and how to lead the way.
As expected, Gary thinks leading the way and not relying on others for your success is the way to go. Make use of long-tail keywords that most newbie SEO experts call their holy grail.
They are simply keyword phrases that are rarely used across searches but the fact that it’s so unique means they are long tail, not their actual length. Gary added how this is great for getting a lot of traffic in your direction.
It not only develops more awareness for a certain site’s topic or niche. So stop hitting big traffic key terms, he continued.
The next factor Gary shed light on is how small sites don’t need to be underestimated due to their size. They are just as powerful and actually don’t have to go into layers of complexity to make decisions that would benefit them. Also, bigger sites are forced to take fewer risks as there is a lot of stake while smaller sites don’t have to worry about that. This is another plus point many look over.
So the take-home message here is making bolder decisions might be the superpower that small brands have. It’s a luxury to exercise that unfortunately, the bigger brands cannot execute to the same degree.
Hence, the next time you hear someone mention that a smaller website is not capable of outranking the big names in the tech world, think again. There are plenty of examples in SEO history that prove this. Good luck!
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