Small website owners often feel frustrated that they are not getting as much traffic as well-known, national or international brands, despite having better content. What can you do about it? Is there a way you will ever be able to compete with larger sites in search results? According to Google’s Matt Cutts, the answer is yes and it’s all about producing great content.
Improve the performance of your small website by creating better content than your competitors and offering superior user experience.
Produce fresh website content
One of the ways small websites can go on to outperform larger sites is by updating their content quicker than larger sites. Small sites are more agile and dynamic, giving them the flexibility to be updated much quicker than larger sites, which often take longer to update and therefore might not be updated as frequently. Google and other search engines thrive on fresh content. The more frequently you update your website with unique, industry-related content, the more likely you are to achieve ah higher ranking in relevant search results.
Provide an excellent user experience
Another way small sites can out perform larger sites is by providing a better user experience. It is important to create content that adds value to your website. If you can offer higher quality content or more insightful content than your larger competitors, then over time you will find that your website performs better and better in search results. Google values sites with excellent user experiences, whether they are small or larger, so it is essential that you keep your users in mind every time you create a piece of content for your website.
Focus on a niche area
A challenge that many small website owners face is trying to compete with larger competitors who have a number of people working to improve their sites. If you are running a small website by yourself, you need to start small and not take on too much at once. Concentrate on producing content on a smaller topic area, a niche if you’d like. Make sure you cover it really well, as you want to become known as an expert in that niche area. Once you have mastered the niche, you can build your content out from it, until your site becomes larger and larger.
Remember that the top websites were not always the big players in the industry. They started out small, just like your website.
In the webmaster help video featured below Cutts explains that automatically assuming larger and more well known sites outrank small sites is incorrect. In fact many of the highest ranking and most well known sites today like Facebook, Pinterest and Instagram started out small and built their content up to achieve higher rankings. Remember when Facebook outranked Myspace and when Google took the lead over Alta Vista? This was all to do with the sites producing superior content and offering a better user experience than their competitors.
Although at times you may feel your small website is never going to overtake the larger sites in your industry, you should not give up. Be proactive in you attempts to outperform competitors by working hard on your content and ensuring your site is frequently updated. Start small, covering a single niche area and build your content up so you become an expert that users go to for information about that particular subject. Ensure the user experience your site offers is top notch and you will see improvements in performance over time. You never know, with a little hard work, you could one day end up being the large site that all of the small sites are trying to outrank.