In a world built for expansion as it relates to content and content visibility online why is it important to be Niche?
If there is any point I think Google set in stone and will be executing for years to come, it is the idea of Big Branded players needing to sit next to small(er) niche players as it relates to searching. Google tilted the ecosystem so heavily around 2012 towards big brand bias that its basically been working itself backwards to make sure niche players are still discoverable. We work this into our overall strategy and advise companies on how to properly grow via our Topical Gap Analysis. If you start selling everything Amazon does then don’t expect to stick around for long and rank for everything – that game just doesn’t work today and is ill advised.