During the submitted Question and Answer segment of a John Mueller hangout, an SEO professional asked John about Google Shopping Ads, although the question was more about competition.
Their question was: In some industries, is it unfair to run Google Shopping Ads alongside ads displayed on the top of the search results?
This pushes the organic search results in smaller organizations further and further down the page.
Do smaller organizations even have a chance at competing with larger companies?
John explained that he believes this is more of a philosophical question. From Google’s perspective, it’s definitely not the case that they are trying to focus on big websites or anything.
From a purely practical perspective, obviously, if you’re a small company and you’re trying to compete with larger ones, then it’s always going to be difficult.
Especially on the web, one of the things that he has noticed over time is that in the beginning, many large companies were incompetent regarding the web, and they made terrible websites.
Their visibility in the search results was really bad.
And it was easier for smaller sites to get in and say “Well, here’s my small website or bookstore,” and suddenly your content is visible to many users.
And you can kind of have that success moment early on.
However, over time – as more large companies also see the value of search and the web overall, they have grown their sites, they have really competent teams, and they work hard at creating a great web experience for users.
This means that for smaller companies, it’s a lot harder to gain a competitive foothold, especially if there’s a very competitive existing market.
And it’s less about large companies or small companies. It’s more about the competitive environment in general.
It’s something where you, as a smaller company, should focus more on your strengths and the weaknesses of the competition.
And then you try and find an angle where you shine and where other people don’t have the ability to shine also, which could be specific types of content, or specific audiences, or anything along those lines.
The virtual business landscape is similar to the physical one, with regards to competition.
This happens at approximately the 38:17 mark in the video.