Sometimes it just seems to be an uphill struggle – you are a small internet company trying to make your voice heard in a huge global marketplace. The big boys seem to have unlimited marketing budgets, with shiny bells and noisy whistles, making their digital presence shout loud and clear on the search engine rankings, while you struggle along, trying to make your small voice heard above the howling winds of data.
Hopeful and inspiring news came this week though, from the lips of Google’s head spam honcho himself, Matt Cutts. On one of his recent webmaster videos, Cutts spoke encouragingly about the future of content marketing, bringing hope back to the countless small businesses and organisations who want to grow their web presence but feel they do not have the staff numbers or the budget.
In the broadcast, Cutts referenced the video game Katamari, where players start with a small object and gradually roll them into progressively larger balls. Mr Cutts said: if you have a one-person website, taking on a 200-person website it’s going to be hard at first. So think about concentrating on a smaller topic area, one niche, and say, ‘OK, I’m the subject area [expert] on this particular area,’ and make sure you cover it really well. Then you can sort of build out from that smaller area until you become larger.”
This reiterates Google’s belief that if you provide quality, informative content you will rise to the top, even in the competitive world of SERP positions. So concentrate on the quality of your content, and get ready to be noticed.