Jakob Nielsen writes: “Small websites get less traffic than big ones, but they can still dominate their niches. For each question users ask, the Web delivers a different set of sites to provide the answers.”
He adds: “The Web is not a mass medium. It’s not broadcast. The Web is on-demand, driven by each customer’s specialized need in each moment…Small sites have two huge advantages over big sites: there are many more of them and they are more specialized and thus more targeted. Small sites speak directly to the specific needs and interests of a committed user community, and thus have much higher value per page view..Diversity is power on the Web. Big sites may be bigger, but smaller sites will keep scoring higher for specialized topics, both in terms of their connections with users and in terms of each visit’s commercial value.”
