Niche is simply the subject upon which a website is based. Niches are generally broad terms, but on closer inspection, one can find numerous smaller niches in a niche. As a convention, and also because it is much easier, brands generally try to compete in underdeveloped, developing, new or small niches because they are easier to dominate than larger and well-established niches. As the market for your company grows, you can even venture on to bigger and high paying niches.