‘Bigger Isn’t Always Better,’ Says Google’s Head of Web Spam

‘Bigger Isn’t Always Better,’ Says Google’s Head of Web Spam

big and small resizeMost people have this preconceived notion that bigger is always better. Because size is often associated with power and ability, many think that the bigger a thing is, the more important or capable that something is. Just take at look at the towering structures and edifices built by man over the course of human history as an example.

Unfortunately, there are also online marketers and website owners who hold the same belief. For some owners of small websites, they often think that they are at a great disadvantage compared to those who own bigger websites in terms of search ranking and popularity. As such, many of them strive to create bigger websites just to get a bigger piece of the “audience pie.” But if you’re going to ask a well-known Google expert, he’ll tell you that bigger is not always better.

Matt Cutts, head of Google’s campaign against web spam, firmly believes that while size does matter at times, it doesn’t necessarily mean that small websites cannot outperform their bigger rivals. According to him, building a bigger website doesn’t always guarantee that you’ll get higher search rankings on Google. In fact, if you’re going to look at things from another perspective, you’ll realise that smaller websites have a huge advantage over their bigger counterparts.

One of these advantages, Cutts stressed out, is that smaller websites can update quicker and achieve higher rankings, as compared to larger sites that might not be updated as frequently. “Over and over again, we see the sites that are smart enough to be agile and be dynamic and respond quickly and rollout new ideas much faster than the sort of lumbering larger sites can often rank higher in Google search results,” he said.

Google’s distinguished engineer also added that many smaller websites do a better job at focusing on user experience and returning something to their audience that adds more value to them. In addition, it doesn’t take them a huge amount of time to update their site, unlike those who operate or manage bigger websites.

To prove his point, Cutts cited some solid examples of smaller sites trumping their bigger rivals. For instance, MySpace used to dominate the social media scene several years ago until Facebook come along. Google also surpassed AltaVista in search. As for Instagram and Pinterest, they used to be fairly small sites as well. But now, they have hundreds of millions of users and are enjoying massive popularity across the globe.

But for your small website to be successful and highly popular, Cutts said don’t try to be a figure of authority on a large subject area. Instead, you should concentrate on a smaller topic area or niche and cover it “really, really well.” Then, you can build out from that smaller topic area to grow your scope and audience base, Google’s distinguished engineer added.

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