28 Apr Advice From Matt Cutts: How to Gain More Popularity for a Smaller Website
In his most recent video, Matt Cutts addressed a question about how small websites can become more popular in the search engines. The person asking the question pointed out that it is difficult for small websites to compete with larger sites that have a lot of superior content, and that content leads to better traffic results. The higher traffic levels and superior content leads to a better rank in the search engine, which in turn leads to more traffic, etc.
The initial impression of this question is that it is a chicken-or-the-egg situation, because the question is implying the fact that it is difficult to outrank sites that are getting a lot of website traffic because of their quality content, and the vicious cycle can’t be beat.
National Brands Don’t Necessarily Get a Higher Rank in Google
The first thing that Cutts talks about is the fact that a well known website, such as a national brand, won’t necessarily get preferential treatment in the search engines. In fact, it can be easier for smaller websites to rank higher in Google search results, because they are more capable of sharing new ideas and adapting to changes much faster than the bigger websites.
Also, keep in mind that a smaller website with superior content could actually outrank the larger website, especially because that is the method that often occurs to help the smaller site become a larger site. All of the big sites that you are familiar with started out small, such as Facebook, Instagram, and MySpace. Any large site that you are familiar with started somewhere, and it was through innovation, quality content, and rolling out new ideas that helped those sites to grow.
How to Get Better Results With Your Small Website
If you have a small website, there are a few things that you should be focusing on in order to improve your results. First of all, make sure that you are improving user experience to make it easier for each website visitor to navigate your website and find the information that they need. Additionally, share information that adds more value to each website visitor.
Cutts shared the example of a research report company, which shares higher quality reports, reports with insights, reports that look better, or reports that look at the issues on a deeper level. Regardless of your industry, you should be focusing on sharing information that is better than your competitors, which will result in better search engine results over time.
Remember that you might have a harder time sharing better information if your website is being run by one person, compared with your competitor website that is being run by many more people. So, instead of trying to tackle the larger topics, it is better to focus on a smaller niche and become the authority in that topic. Cover that smaller topic very well, and then from that point you can begin to build out into other related niches and topics. Over time, your website will become larger and you will see better results.
History Shows the Pattern of Success
If you follow the strategy of working to become an authority in smaller niches, and then continue to develop and improve your website content and user experience, then your search engine rankings will improve. Eventually, you will be in the situation where your website is one of the larger sites that smaller businesses are watching.
The history of the internet shows that this approach is effective over time. Every website is competing on the same playing field, which means that it is possible for the smaller websites to perform better if they produce the right type of content and user experience. Continue working to produce better quality content, and you will have better results in the search engines.