--- title: "Meaning & Key Takeaway of: Diversity is power on the Web. Big sites…" description: "\"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 conne..." image: "https://sms4smile.com/quotes/i/199/jakob-nielsen-15787_bigger_diversity-is-power-on-the-web-big-sites_1149765.jpg" --- # Diversity is power on the Web. Big sites may be bigger… ![“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.” quote by Jakob Nielsen](https://sms4smile.com/quotes/i/199/jakob-nielsen-15787_bigger_diversity-is-power-on-the-web-big-sites_1149765.jpg) [Download](https://sms4smile.com/quotes/i/199/jakob-nielsen-15787_bigger_diversity-is-power-on-the-web-big-sites_1149765.jpg) [Open image](https://sms4smile.com/quotes/i/199/jakob-nielsen-15787_bigger_diversity-is-power-on-the-web-big-sites_1149765.jpg) > “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.” [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Smaller, specialized sites often outperform larger ones in niche relevance and user value. **In simple terms:** Niche sites can be more valuable than big ones. Key Takeaway Focus on specialization. Themes digital marketing SEO content strategy Mood analytical pragmatic Type business strategic When to use this quote - startup branding - blog development - e‑commerce niches - online communities Key Concepts business technology economics Questions to Reflect On - How can a niche site attract loyal users? - What value does specialization bring? A Different Perspective Large sites still dominate traffic volume. ★ ★ ★ ★ ★ No ratings yet [Big Sites](https://sms4smile.com/quotes/about/big-sites-2216564/) [Bigger](https://sms4smile.com/quotes/about/bigger/) [Bigs](https://sms4smile.com/quotes/about/bigs/) [Connections](https://sms4smile.com/quotes/about/connections/) [Diversity](https://sms4smile.com/quotes/about/diversity/) [Diversity Power](https://sms4smile.com/quotes/about/diversity-power-2555259/) [Higher](https://sms4smile.com/quotes/about/higher/) [Internet](https://sms4smile.com/quotes/about/internet/) [May](https://sms4smile.com/quotes/about/may/) [Site](https://sms4smile.com/quotes/about/site/) [Sites Bigger](https://sms4smile.com/quotes/about/sites-bigger-3244450/) [Smaller Sites](https://sms4smile.com/quotes/about/smaller-sites-3244451/) [Term](https://sms4smile.com/quotes/about/term/) [Topics](https://sms4smile.com/quotes/about/topics/) [Users](https://sms4smile.com/quotes/about/users/) [Values](https://sms4smile.com/quotes/about/values/) ## Related quotes > [It's scary, though, because if you talk about the need for diversity to someone in power, they might X you out and say, 'Well,…](https://sms4smile.com/quotes/alex-consani/it-s-scary-though-because-if-you-talk-about-the-need-for-diversity-to/) [Alex Consani](https://sms4smile.com/quotes/author/alex-consani/) > [For every new feature we add, we take an old one out. A lot of big sites don’t do that, and it’s a problem.…](https://sms4smile.com/quotes/david-karp/for-every-new-feature-we-add-we-take-an-old-one-out-a-lot-of-big-2/) [David Karp](https://sms4smile.com/quotes/author/david-karp/) > [For every new feature we add, we take an old one out. A lot of big sites don't do that, and it's a problem.](https://sms4smile.com/quotes/david-karp/for-every-new-feature-we-add-we-take-an-old-one-out-a-lot-of-big/) [David Karp](https://sms4smile.com/quotes/author/david-karp/) > [I don't want people to feel like they have to state something in a certain way because so-and-so might be around on the site.…](https://sms4smile.com/quotes/hilary-hahn/i-don-t-want-people-to-feel-like-they-have-to-state-something-in-a/) [Hilary Hahn](https://sms4smile.com/quotes/author/hilary-hahn/) > [On average, when you ask someone to perform a task on a site, they cannot do it. It's not their fault; it's the designer's…](https://sms4smile.com/quotes/jakob-nielsen/on-average-when-you-ask-someone-to-perform-a-task-on-a-site-they/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as…](https://sms4smile.com/quotes/jakob-nielsen/if-your-users-have-many-questions-it-s-a-failure-of-your-primary-site/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [I was planning on writing a detailed review of several books on web security tonight, but the Obama collapse has superseded my best-laid plans.…](https://sms4smile.com/quotes/charles-foster-johnson/i-was-planning-on-writing-a-detailed-review-of-several-books-on-web/) [Charles Foster Johnson](https://sms4smile.com/quotes/author/charles-foster-johnson/) > [Because my graduate academic training at law school was not one that included most of the intellectual traditions I find useful for understanding the…](https://sms4smile.com/quotes/dean-spade/because-my-graduate-academic-training-at-law-school-was-not-one-that/) [Dean Spade](https://sms4smile.com/quotes/author/dean-spade/) > [Sara Scherr and Jeff McNeely have given us a thoughtful, sensible book about a topic of great importance to the world. There is no…](https://sms4smile.com/quotes/ismail-serageldin/sara-scherr-and-jeff-mcneely-have-given-us-a-thoughtful-sensible-book/) [Ismail Serageldin](https://sms4smile.com/quotes/author/ismail-serageldin/) > [There are all sorts of topics and themes that just recur time and time again, which either means people have less imagination or that…](https://sms4smile.com/quotes/buck-henry/there-are-all-sorts-of-topics-and-themes-that-just-recur-time-and/) [Buck Henry](https://sms4smile.com/quotes/author/buck-henry/) > [Metaphor isn't just a fancy turn of speech. It shapes our thoughts and feelings, reaches out to grasp new experience, and even binds our…](https://sms4smile.com/quotes/james-richardson/metaphor-isn-t-just-a-fancy-turn-of-speech-it-shapes-our-thoughts-and/) [James Richardson](https://sms4smile.com/quotes/author/james-richardson/) > [The topic of working moms is a tap-dance recital in a minefield.](https://sms4smile.com/quotes/tina-fey/the-topic-of-working-moms-is-a-tap-dance-recital-in-a-minefield/) [Tina Fey](https://sms4smile.com/quotes/author/tina-fey/) > [Karabakh conflict has a strong influence on the political climate both in Azerbaijan and Armenia. It is obvious, too, that the Azerbaijani leadership can…](https://sms4smile.com/quotes/garry-kasparov/karabakh-conflict-has-a-strong-influence-on-the-political-climate/) [Garry Kasparov](https://sms4smile.com/quotes/author/garry-kasparov/) > [There's plenty to criticize about the mass media, but they are the source of regular information about a wide range of topics. You can't…](https://sms4smile.com/quotes/noam-chomsky/there-s-plenty-to-criticize-about-the-mass-media-but-they-are-the/) [Noam Chomsky](https://sms4smile.com/quotes/author/noam-chomsky/) > [I'm very concerned with what's going on the news, but I would not call myself a political animal, per se. I pay more attention…](https://sms4smile.com/quotes/keegan-michael-key/i-m-very-concerned-with-what-s-going-on-the-news-but-i-would-not-call/) [Keegan-Michael Key](https://sms4smile.com/quotes/author/keegan-michael-key/) ## More by Jakob Nielsen > [Users are not designers.](https://sms4smile.com/quotes/jakob-nielsen/users-are-not-designers/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Developing fewer features allows you to conserve development resources and spend more time refining those features that users really need. Fewer features mean fewer…](https://sms4smile.com/quotes/jakob-nielsen/developing-fewer-features-allows-you-to-conserve-development/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.](https://sms4smile.com/quotes/jakob-nielsen/even-the-best-designers-produce-successful-products-only-if-their/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.](https://sms4smile.com/quotes/jakob-nielsen/clear-content-simple-navigation-and-answers-to-customer-questions/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Three Tips: Simplify, Simplify, Simplify.](https://sms4smile.com/quotes/jakob-nielsen/three-tips-simplify-simplify-simplify/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [A general principle for all user interface design is to go through all of your design elements and remove them one at a time.](https://sms4smile.com/quotes/jakob-nielsen/a-general-principle-for-all-user-interface-design-is-to-go-through/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making…](https://sms4smile.com/quotes/jakob-nielsen/the-system-should-speak-the-users-language-with-words-phrases-and/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Consistency is one of the most powerful usability principles: when things always behave the same, users don't have to worry about what will happen.…](https://sms4smile.com/quotes/jakob-nielsen/consistency-is-one-of-the-most-powerful-usability-principles-when/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Ultimately, users visit your website for its content. Everything else is just the backdrop.](https://sms4smile.com/quotes/jakob-nielsen/ultimately-users-visit-your-website-for-its-content-everything-else/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [People have to want to change before there's any chance of helping them do so.](https://sms4smile.com/quotes/jakob-nielsen/people-have-to-want-to-change-before-there-s-any-chance-of-helping/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go…](https://sms4smile.com/quotes/jakob-nielsen/the-web-is-the-ultimate-customer-empowering-environment-he-or-she-who/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of…](https://sms4smile.com/quotes/jakob-nielsen/minimize-the-user-s-memory-load-by-making-objects-actions-and-options/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Windows '98 is so similar to Windows '95 because Apple hasn't invented anything worth copying since 1995.](https://sms4smile.com/quotes/jakob-nielsen/windows-98-is-so-similar-to-windows-95-because-apple-hasn-t-invented/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.](https://sms4smile.com/quotes/jakob-nielsen/usability-rules-the-web-simply-stated-if-the-customer-can-t-find-a/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) > [If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as…](https://sms4smile.com/quotes/jakob-nielsen/if-your-users-have-many-questions-it-s-a-failure-of-your-primary-site/) [Jakob Nielsen](https://sms4smile.com/quotes/author/jakob-nielsen/) [Explore all 42 Jakob Nielsen quotes ](https://sms4smile.com/quotes/author/jakob-nielsen/) ## More Bigger quotes > [The bigger the canvas, the better I do. I'm not so good at understated, kitchen-sink kinds of parts.](https://sms4smile.com/quotes/christopher-reeve/the-bigger-the-canvas-the-better-i-do-i-m-not-so-good-at-understated/) [Christopher Reeve](https://sms4smile.com/quotes/author/christopher-reeve/) > [I've seen guys come along with more ability - they've been faster or bigger or stronger - but they never worked hard to develop…](https://sms4smile.com/quotes/steve-largent/i-ve-seen-guys-come-along-with-more-ability-they-ve-been-faster-or/) [Steve Largent](https://sms4smile.com/quotes/author/steve-largent/) > [I have always been a big meta guy because I think the way journalism is practiced in Washington, and the way everyone sort of…](https://sms4smile.com/quotes/mark-leibovich/i-have-always-been-a-big-meta-guy-because-i-think-the-way-journalism/) [Mark Leibovich](https://sms4smile.com/quotes/author/mark-leibovich/) > [In China, people are moving from bigger cars to small hatches, and interestingly, the Indian market is graduating to bigger cars and sedans. I…](https://sms4smile.com/quotes/winfried-vahland/in-china-people-are-moving-from-bigger-cars-to-small-hatches-and/) [Winfried Vahland](https://sms4smile.com/quotes/author/winfried-vahland/) > [Can you imagine any better example of divine creative accomplishment that the consummate flying machine that is a bird? The skeleton, very flexible and…](https://sms4smile.com/quotes/guy-murchie/can-you-imagine-any-better-example-of-divine-creative-accomplishment/) [Guy Murchie](https://sms4smile.com/quotes/author/guy-murchie/) > [I just think structure can make a book feel so much bigger. It's the architecture. You could use flimsy materials if you wanted to,…](https://sms4smile.com/quotes/jami-attenberg/i-just-think-structure-can-make-a-book-feel-so-much-bigger-it-s-the/) [Jami Attenberg](https://sms4smile.com/quotes/author/jami-attenberg/) > [I've always thought that the most extraordinary special effect you could do is to buy a child at the moment of its birth, sit…](https://sms4smile.com/quotes/clive-barker/i-ve-always-thought-that-the-most-extraordinary-special-effect-you/) [Clive Barker](https://sms4smile.com/quotes/author/clive-barker/) > [Max—you have a bigger mission than finding the flock's parents. Focus on helping the whole world, not just your friends. I held my wings…](https://sms4smile.com/quotes/james-patterson/max-you-have-a-bigger-mission-than-finding-the-flock-s-parents-focus/) [James Patterson](https://sms4smile.com/quotes/author/james-patterson/) > [Sometimes people can write really great scenes and even a great episode, but they can't see the bigger picture.](https://sms4smile.com/quotes/m-night-shyamalan/sometimes-people-can-write-really-great-scenes-and-even-a-great/) [M. Night Shyamalan](https://sms4smile.com/quotes/author/m-night-shyamalan/) > [Never be too busy for the people you love. Never allow pursuits or possessions to become bigger priorities than your relationships. 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