Do big brands automatically dominate SEO? There is no doubt that a large company already has an advantage over a smaller one when it comes to web traffic. So how much of an advantage is it? Well, let’s take a look at why they have an advantage and how they may also be at a disadvantage.
SEO expert John E. Lincoln makes it clear that Google tends to weed out products and services that do not deserve to be at the top of the search results. Google wants to have the best results possible, which usually entails big brands. Furthermore, big brands carry weight and already have a more powerful brand name than those lower than them. So how can smaller companies compete? First, they must earn their way to the top. Google needs to see that the brand is reliable and deserves to be at the top of the results page. Second, they must be patient! Nothing happens overnight, especially building a brand name that is reputable and well liked. However, bigger brands do not always have an advantage.
Studies have shown that bigger brands are slower to adapt to changing times, which allows smaller sites the ability to find new niches before the big brands do. This is a key component for smaller brands who must work their way up the ladder and somehow gain an advantage. There is no doubt that big brands are able to earn links more quickly, but that doesn’t mean they win the SEO race. If a smaller brand can build the best possible website for their audience, they will have a much easier time establishing credit. This sounds a lot like David and Goliath, and it can end up the same way if smaller brands have the audacity to face the giants!