Google was built by the small business. To this day, most of their profits come from the aggregate of hundreds of thousands of small businesses that have small marketing budgets. Big businesses make up about 20% of their revenue. So given this, why on earth are they favoring big businesses, and screwing the little guy when it comes to organic search traffic? How are they doing this? By penalizing small businesses when they try to compete organically with the big guys.
Google is in control of over 60% of online e-commerce transactions. If you are not ranked on the first page of Google for your primary keywords, and you are a small business, you have little chance of being successful online. Without organic rankings, it will be near impossible to be profitable. The problem is, according to Google’s webmaster guidelines, you cannot really do anything that will give you a competitive edge over anyone. You are supposed to only do what is natural. “Build your site and your marketing campaign to the user, the rankings will come”. That is completely false, if you are a small business.
The highlighted tactic that Google “forbids” you to do is aggressive link tactics. You see, getting inbound links from other relevant sites still account for 60-70% of Google’s algorithm (Pagerank) weight, and if you want to rank for anything, you need a robust linking profile. Simply put, without links, you don’t rank. And as I stated before, if you don’t rank, you probably are not making any money.
They claim that website owners simply need to build good content which users will like. This will be enough for people to want to link to you, which Google will pick up on. This is great in Google fantasy land but to compete with the ever growing link profiles of large companies, spending millions a year on a good PR campaign, it wouldn’t matter if you wrote a Nobel piece prize winning novel, you still wouldn’t be able to compete.