Cutts: Google is listening. Unfortunately, the changes take time to implement. They use the aggregated reports to try to improve the algorithm. The algorithm is under active development and they want to get it right.
When we search for appliances, why do we only get Sears and other major stores?
Cutts: The web is one of the only places where the small business can move faster than the big guys. The big companies are often big for reason and as a result they can outrank other pages. However, the search engine does give the small business a chance Google Webmaster Tools is somewhat of an equalizer though and small businesses should use this – i.e. big businesses are more likely to use text in images/flash and small businesses will know better. Also, small businesses should concentrate on the small niche.