Christine Churchill has written an interesting overview of how small companies can succeed in search. Her tip: Be Nimble
The complexity of search and its constant changes is more conducive to small business adapting quicker, Ms Churchill explained. "Think Niche. Think Local. Think Creatively".
Her article is insightful and echoes Sergey Brin's sentiment of "succeeding with simplicity" mentioned in his advice given to CNN Money for their Success in 2007 series
"Simplicity is an important trend we are focused on. Technology has this way of becoming overly complex, but simplicity was one of the reasons that people gravitated to Google initially. This complexity is an issue that has to be solved for online technologies, for devices, for computers, and it's very difficult. Success will come from simplicity. Look at Apple, the success they have had, and what they are doing.
We are focused on features, not products. We eliminated future products that would have made the complexity problem worse. We don't want to have 20 different products that work in 20 different ways. I was getting lost at our site keeping track of everything. I would rather have a smaller set of products that have a shared set of features" Brin said.