Matt Cutts Explains How Smaller Sites Can Outrank Large Sites and Brands

Matt Cutts, recently published a video answering a question about how smaller website can compete against larger websites or brands. The question asked was like

How can smaller sites with superior content ever rank over sites with superior traffic? It’s a vicious circle: A regional or national brick-and-mortar brand has higher traffic, leads to a higher rank, which leads to higher traffic, ad infinitum.

Matt strongly disagreed with any assumption of automatically higher ranking of national brands in search results. He said that small sites have more chances of having regular updating of fresh contents as compared to larger sites, so small sites have better chances of ranking in search.

Matt Said that smaller sites with high quality contents can outrank larger websites, he said that niche specific targeted contents sites with better user experience will rank high automatically. Matt gave example of “Katamari philosophy” which says to start in small niche, than roll up and grow the niche once you got authority in it. Build relevant and reputable contents in niche rather than whole subject to gain higher ranking for small sites. Matt gave examples of Facebook and Pinterest who started as small sites and now grown as bigger in their niche.

So start working in niche based website, and build topical authority and then you can expand it gradually. So if your website has focus on UI, quality contents, niche topics which adds value for readers, you can outrank bigger sites.


  1. Joni says

    Purchasing a domain is a big issue, its perfectly discussed by matt cutts in this post. The information is meaningful about how can our small websites get higher rank. Thanks for sharing this.

  2. sapna says

    Thanks for sharing this valuable information. Its beneficial for small sites to stand on google by regularly adding the fresh contents and regularly working on their sites.

  3. Bhupender Pal says

    We should start with the smaller sites with high quality contents, easy to update, getting the whole overview at very less time about all changes we will make. I think many people think about it but i believe this is the way in which smaller sites with better content actually became large sites with a lot of traffic.

    Thanks for sharing this post with us.

  4. Madhu says

    It’s a really good discussion. Now, to make a small website all SEO’s should focus on creating quality contents, niche topics for better chances of high ranking in search

  5. vijay says

    Thanks for sharing this valuable information. It is very much clear from the information that small sites are easy to maintain than the large sites.

    “If a small site contains content of good quality and can be regularly updated then the possibility of having high ranking increases and vice verse”

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