Rediscovering the Small Web
Most websites today are built like commercial products by professionals and marketers, optimised to draw the largest audience, generate engagement and 'convert'. But there is also a smaller, less-visible web designed by regular people to simply to share their interests and hobbies with the world. A web that is unpolished, often quirky but often also fun, creative and interesting.
One consequence of this is that most of the websites that people get to "organically" are created by professionals and marketers who "position" themselves on those keywords. This means that the smaller, amateur web gets hidden in the shadows of web professionals who design around specific keywords and audiences.