SEO – Games for Big Companies with Big Money?

Search engine optimization (SEO) is the process of increasing the quantity and quality of traffic arriving to your website through organic search engine. Since Google has been dominating the world wide web for many years, with 92.37% of the market share, SEO is also referred as Google marketing. With up to 75% of users do not even scroll past the first page of the search engine result page (SERP), companies are willing to spend tons of money to make sure their brand or product appear on the first page of SERP. In 2019, SEO industry is poised to reach $80 billion. With big companies spending top money in their SEO tactics, is it possible for small companies to outrank them on the first page of SERP?

Source: Backlinko


Keywords is one of the most important element in SEO. Up to 50% of the searches consist of at least 4 words. Small companies can focus on the differentiation of its product and identify the appropriate long-tail keywords with minimal competition1.

Source: Propecta

Google auto-suggest might be able to work in your favor, if you are able to tag your company or brand onto some specific long-tail keywords.


Source: digitalmarketing-wiki

However, there is only a limited number of search results on the first page of Google. Is it then impossible for new comers to challenge established long time top ranking companies on the SERP?

The SEO now is very different from the SEO 10 years ago. Google is constantly updating its algorithm, and it is often unpredictable. Such updates were first used to counter the black hat SEO, but now I suspect it is used to make companies purchase Google Ad, as it is so difficult to game the SEO. However, every time there is a new update, there is a new opportunity for new comers to dethrone the established brands or companies on the SERP.

If you are interested, here is a long list of updates Google has implemented in the past.

Internet of THINGS (IOT)

In 2015, Google says more searches were done on mobile than on desktop. Similar trend is predicted to happen for voice search. With the IOT taking over, smart watches and smart speakers are getting common among users.

Perhaps SEO with voice search is another opportunity for new comers to explore. With Amazon voice search getting more intuitive, it is another possible venture with less competition.

There are many ways for new comers to challenge established top rank brands and companies, what other ways can you guys think of? Please leave a comment below!


  1. Kim, W. C., & Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press

14 thoughts on “SEO – Games for Big Companies with Big Money?

  1. Hi Jingzhi, very informative post! I like your views on Search Engine Optimization, also known as SEO, very much!

    Besides SEO, what do you think of Paid Search Marketing? Nowadays, big giant companies like Amazon and Taobao are utilizing paid search marketing. Do you think SEO is better than PSM?

    Liked by 1 person

    1. I think PSM is crucial because of the nature of mobile screen can only show that much of google results, so PSM will give more results for consumers who use mobile search.

      And Google is a for profit organization that aim to increase as many advertisement sales as possible, so SEO will definitely get harder and harder.

      Liked by 1 person

  2. I feel that Amazon’s using its base in IoT to topple Google in the advertising category. Amazon is the largest market shareholder in the smart speaker category and Alexa is very fluid in use cases. Smaller companies unlike Amazon has lesser resources and can only challenge giants in a very targeted or niche manner where they could excel very well or deliver greater value than their competitors to the end consumer.

    Head over to my blog:

    To find out more about organic SEO, PageRanking and the cons of PPC model.

    Liked by 1 person

  3. It was a good read, I liked that you used different examples to explain your points 😊
    I agree with your view that with big companies allocating more money in their SEO tactics, it makes it harder for small(er) companies to outrank them on the first page of SERP. However, I will still recommend PPC for new businesses especially start-ups, as they are able to gain exposure and brand’s awareness in a short period of time. But it is not recommended for them to rely on it. Although SEO takes a longer time, they are more “organic”, which has a lasting effect and consumers tend to “trust” them more as it is not paid ads. Hence, I feel that companies should use both SEO and PPC.
    If you have the time, do hop over to my blog ( as I discussed Search Engine Marketing; Pay-Per-Click 😊

    Liked by 1 person

    1. Totally agree with you on the “trust” factor. Personally, I often have doubt when I see ads on the google search result, as I always have this thinking that you are not good enough to rank organically, thats why you are using SEM.

      Liked by 1 person

  4. Interesting read! I do agree that companies spend a huge amount of money on SEO to reach the first page of Google search. But what about new companies with a lesser amount of money to spend on such advertising. What are the different ways they can implement to at least compete with big companies with lots of money to spend?

    Liked by 1 person

    1. I think by using relevant keywords and try to win over big companies by targeting the niche markets. Since Google SEO depends on both the bid and relevance, if your relevance is higher than those big companies, you can still win in SEO!


    1. I have to disagree. SEO will be able to target people with the intent to buy as they are searching the keywords related to your business. But influencers are terrible in reaching the relevant audience.


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