There was some big legal news in the world of search last week: Google has been ruled a monopolist in the industry. But what does the antitrust ruling against Google mean for search marketers and consumers? Does it mean anything? In the long term, yes. In the short term, not so much.
The Ruling
On August 5, U.S. District Judge Amit Mehta released a 277-page ruling that Google violated Section 2 of the Sherman Act, maintaining a monopoly in the search industry. The court found that Google's exclusive agreements and anti-competitive practices harmed competition and innovation. While Google plans to appeal, this decision marks the potential for a significant shift in the search landscape down the road.
What It Means for Search
So, how might this impact Google consumers? Immediately or even in the next couple of years, not much, or not at all. Google search won't suddenly disappear or become less relevant. The ruling could, however, lead to changes in how Google operates, potentially creating opportunities for alternative search engines and innovators.
“But there are already alternative search engines out there and very few people use them,” you might say. That’s true. At the end of the day, for there to be a major shift in search engine dominance, users will have to move away from Google because they’ve determined other search engines meet their needs better. Any implications from this ruling won’t necessarily be the catalyst for change, but instead, one positive element required to create a hospitable environment that could eventually facilitate that change.
This ruling, combined with our takeaways from the Google Search Leak, gives us a more detailed understanding of Google’s search algorithm. In fact, most of the in-depth analyses of those leaks used public documents from this case to better understand what was in the leaked documentation.
The Impact on SEO
Now, the question on every search marketer’s mind: How will this affect organic search marketing? Honestly, the most dramatic impact could be on paid search, with little effect on search engine optimization (SEO). The court's focus on Google's exclusivity agreements and anti-competitive practices might lead to changes in Google Ads pricing and transparency. This could be a short-term win for ad customers, but it won't magically create more competition for ads.
On the SEO side, we’ll be watching the fallout from this case, but it has nothing to do with ranking factors or best practices, so day-to-day SEO will remain unchanged. The biggest change would be if the “hospitable environment” I mentioned earlier is created for a new challenger in search. We may see that sooner than later with AI-powered search engines, but we’ve already been optimizing for those for a while now.
What We Learned About Google
The trial revealed some eye-opening facts about Google's dominance. Did you know that Google controlled 94.9% of mobile search queries in 2020? The court also highlighted Google's massive investment in exclusivity agreements, totaling over $26 billion. These agreements favor Google Search as the default, limiting competition and innovation.
What's Next?
Until we hear from the judge, legal experts will have the best guesses as to what’s next, but even those are guesses. Search marketers are prepared though. I talked to EightOhTwo President, Rob Langenback, and he broke it down like this:
“The court's ruling against Google as a monopolist highlights the challenges of ensuring fair competition in search marketing. While this decision could lead to greater transparency and competitive pricing in paid search, the long-term impact on organic search remains uncertain. For search marketers, staying agile and informed is crucial. This ruling underscores the importance of preparing for market shifts, ensuring we continue to deliver value in a potentially more regulated environment.”
The remedy phase will determine the specific consequences for Google. This could include limiting exclusivity agreements, increasing transparency in Google Ads, or even separating Android from Google. But it's essential to remember that any forced changes will take time and might not drastically alter the search landscape.
Once there is more direction from the court (and the appeals process concludes) we’ll know what changes we can expect.
The Bigger Picture
This ruling sets a precedent for future antitrust cases against tech giants like Amazon, Apple, and Meta. As the digital landscape evolves, we can expect more scrutiny of monopolistic practices and their impact on innovation and competition.
It also marks a significant milestone in the search industry. While the short-term impact might be limited, the long-term effects could lead to a more competitive search landscape, innovation, and better services for consumers. As search marketers, it's essential to stay informed and adapt to the changing landscape. One thing is certain — the search industry will be watching closely as this story unfolds. I mean, how often does our industry get hot gossip like this?
Check back in on our blog or LinkedIn page as we track and follow up on how the remedy phase of the antitrust ruling may affect paid and organic search. And, as always, if you have questions about how this might affect your site, give us a shout.
Additional Resources
What are the big players in search and tech saying? Here are some good reads:
Moz: How Will Google’s Antitrust Ruling Affect You?
Search Engine Land: Federal judge rules Google violated antitrust law
The Verge: US v. Google: all the news from the search antitrust showdown