Intro
Google’s Gary Illyes recently shared his insights on how small websites can compete with giants like Reddit, Amazon, and other big brand websites. His advice, shared during a YouTube interview, provides valuable strategies for smaller sites aiming to succeed in search engine results pages (SERPs).
Understanding Big Brand Dominance
Gary Illyes addressed the longstanding issue of big brands dominating the SERPs, explaining that this is a recurring trend in SEO history. Historically, websites like About.com were perceived as dominating, much like how Reddit and Amazon are today. This cycle repeats every few years with different brands taking the top spots.
Key Takeaways from Gary Illyes' Interview:
1. Historical Context:
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The perception of certain brands dominating the SERPs changes over time. What was once Amazon or About.com is now Reddit.
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This trend illustrates that the SEO landscape is dynamic, with opportunities for change.
2. Competing Against Big Brands:
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Small sites have consistently found ways to outcompete larger ones by innovating and implementing effective strategies.
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The choice is between waiting for others to find successful strategies or pioneering these strategies yourself.
3. Strategic Approaches:
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Empathetic Marketing: Employing empathetic marketing strategies can help small sites resonate with users and compete effectively.
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Innovation and Agility: Small sites should leverage their agility to experiment with new strategies that bigger brands might be slow to adopt due to bureaucratic constraints.
4. Long Tail Keywords:
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Contrary to some misconceptions, long tail keywords are not defined by their length but by their rarity in searches.
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There is significant traffic potential in targeting long tail keywords, as they represent less competitive opportunities.
5. Building Relevance:
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Focusing on long tail keywords initially can help establish a site’s relevance in a particular niche.
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Over time, this strategy can drive traffic and create awareness, ultimately helping to rank for more competitive head keywords.
6. Small Sites' Superpower:
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Speed and Boldness: Small sites can move quickly and make bold decisions without the layers of bureaucracy that slow down larger organizations.
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Innovative Content: Producing unique, high-quality content that big brands might overlook can also be a key advantage.
Practical Strategies for Small Sites
1. Identify and Target Niche Keywords:
- Use tools like Google Keyword Planner and SEMrush to find less competitive, high-potential keywords relevant to your niche.
2. Create High-Quality, Unique Content:
- Focus on producing content that provides unique value, in-depth insights, and a personal touch that big brands may lack.
3. Leverage Social Media and Community Engagement:
- Build a strong presence on social media and engage with your audience to drive traffic and build a loyal community.
4. Optimize for User Experience:
- Ensure your website is user-friendly, mobile-optimized, and provides a seamless experience to keep visitors engaged.
5. Monitor and Adapt:
- Continuously track your performance using analytics tools, and be ready to adapt your strategy based on what works best.
Conclusion
Small sites can indeed compete with big brands like Reddit and Amazon by leveraging their agility, targeting long tail keywords, and employing innovative marketing strategies. By focusing on unique, high-quality content and optimizing for user experience, small sites can carve out their own space in the competitive landscape of search engine results.
