---- Big brands do not have the upper hand - Matt Cutts
Whitey - 12:12 am on Mar 26, 2013 (gmt 0)
How is the "wedding photographer" in Las Vegas supposed to compete with the huge corporate casinos for that above keyword?
Compete : Very well I would have thought. If they are passionate, committed and good at what they do that's the first step. The second is build a business reputation with a good marketing mix - leather on street to partners that can benefit from these services, that also have to compete; other e-channels ; PR amongst a tight circle of influencers etc etc
Corporate : Doesn't have the commitment - rarely will. Doesn't care about it's close relationships with customers in service. It's supermarket stuff. Strengthen your niche.
Keyword : Why worry. There's plenty of long tail and lot's of people warm to different angles and propositions. That's how the others compete I presume. If Google keeps churning out cookie cutter results of poor quality in certain niches, sooner or later customer satisfaction will erode and switch to alternatives. Users will find you, if you are good and offer complimentary things.
On the greater scale, there's often more activity on the outside of a brand than within it. Continually look for the weakness' to exploit.
When you've found that, promote it amongst your close circle of influencers and go from there.
The Google <NEED> Brand <NEED> Google loop, is highly dependent on big volumes and flexibilty to new distribution appliances, content and different ways of combining to serve that up. Niche can deal with this in a lot of instances.
Then all you have to be concerned about is SEO enablement as a minority effort in the overall scheme of things.