How can small businesses compete with big brands in Google search?

Gary Illyes recommends that small businesses specialize in a niche, optimize images so they appear in visual search, and create a distinctive brand experience that gets people talking. He uses a Zurich bakery that focused on croissants and offered fast delivery as a real example of this working.

Gary Illyes recommends that small businesses specialize in a niche, optimize images so they appear in visual search, and create a distinctive brand experience that gets people talking. He uses a Zurich bakery that focused on croissants and offered fast delivery as a real example of this working.

From Algorithmic Brand Optimization: Interview with Google’s Gary Illyes Ep. 576

Gary Illyes recommends specializing in one thing and doing it exceptionally well, optimizing images so the business appears in image search results, and creating a painless purchase experience. He uses a small Zurich bakery that specialized in croissants and offered fast bike delivery as a real example.

From Gary Illyes Interview - Happiness and Sunshine from Google | Discussion with Top Google Algorithm Expert about current Search trends! #502

Small businesses can move faster than large competitors. While a big brand is planning video production, a local business can film a useful video on a phone and publish it immediately. They can also add articles and videos to Google My Business listings, which many larger agencies managing local competitors are not yet doing.

From Practice useful marketing for local business content success by Jamie Pitman #425