In a recent YouTube interview, Google’s Gary Illyes shared strategies for smaller websites aiming to compete against major players like Reddit and Amazon. Here’s a breakdown of his advice and insights on navigating the SEO landscape dominated by big brands.

Understanding Big Brand Dominance

In May, Gary Illyes answered several SEO-related questions that did not receive much attention. This month, we’re focusing on his recommendations for smaller sites facing competition from giants like Reddit and other major brands.

Although Gary acknowledged Reddit’s current dominance, he highlighted that this is part of a broader trend of large brands taking top positions in search results. His advice aims to address how smaller sites can effectively compete in these challenging environments.

An audience member asked, “Given that Reddit and big publishers dominate many keywords in search results, what strategies can smaller brands use besides targeting long-tail keywords?”

The Evolution of Big Brands in Search Results

Gary’s response reflects a long history of big brands impacting search engine results. Previously, websites like About.com, which covered a wide range of topics, dominated search rankings much like Wikipedia does today. Many SEO professionals at the time were frustrated by such dominance.

Gary contextualized this dominance by noting that the trend of big brands ranking at the top of search results is nothing new and changes over time. He recalled:

“Before joining Google, I worked on SEO for large publishers and server management. Back then, we faced similar issues. Now it’s Reddit; before it was Amazon, and even earlier, About.com.”

Strategies for Small Sites to Outcompete Big Brands

Gary emphasized that the history of SEO is also about small sites discovering ways to outperform larger competitors. Many successful big sites, such as Reviewed.com, began as small ventures that found unique strategies to surpass their larger rivals.

Gary suggested two approaches for small sites:

1. Follow Proven Strategies: Observe and adapt successful strategies used by others.
2. Innovate Independently: Develop your own strategies to lead the way.

He added:

“It’s not about resigning to the dominance of big players. You can either wait for others to innovate and then follow, or you can create your own strategies to compete. One approach is to leverage empathetic marketing and find a unique angle to compete in search results.”

Big brands often face internal challenges, such as bureaucracy and risk aversion, which can hinder their SEO efforts. Smaller sites, on the other hand, can use their flexibility and speed to their advantage.

The Role of Long-Tail Keywords and Other Strategies

Gary also addressed the topic of long-tail keywords, emphasizing that they are not defined by the number of words but by their specificity and lower search volume. Long-tail keywords can drive significant traffic and help establish relevance.

He explained:

“Long-tail keywords are still valuable and generate a lot of traffic. New long-tail keywords appear daily, providing ample opportunities for smaller sites to capture traffic and build relevance.”

Effective use of long-tail keywords can also help smaller sites gradually establish their authority on broader topics. Focusing solely on high-traffic keywords without a foundation in long-tail searches can be a mistake.

Small Sites Can Be Powerful

Gary’s insights highlight that there is substantial opportunity in targeting long-tail keywords and emerging trends. Smaller sites should capitalize on their ability to adapt quickly and take risks, unlike larger, more bureaucratic organizations.

From my experience and working with various clients, it’s clear that smaller sites can indeed surpass well-established giants. The SEO landscape is full of examples where smaller, agile sites have outperformed larger, slower-moving competitors. Embrace the unique strengths of smaller sites to achieve SEO success.