WHAT'S GOING TO HAPPEN WITH THE GOOGLE ANTITRUST RULING?

The recent antitrust ruling against Google marks a significant moment in the tech world, with the U.S. Department of Justice finding that Google has illegally monopolized the online search market. This ruling could lead to severe consequences for Google, including possibly breaking up the company. This decision could reshape the landscape of digital advertising and SEO. Continue reading to find out more about what will happen with the Google antitrust ruling.

When Good Guys Go Bad, or How We Got Here

In Peter Thiel's book Zero to One: Notes on Startups, or How to Build the Future, the PayPal cofounder notes the difference between "natural monopolies" and "unnatural monopolies." Unnatural monopolies are what we typically think of as monopolies—corporate giants who enjoy artificial protection against market competition due to external factors like government regulation, legal protection, or anticompetitive practices. It contrasts with a natural monopoly, which enjoys market dominance because it provides superior products and services at lower costs.

Unlike their mutant counterparts, natural monopolies are not necessarily bad for consumers or the market. But what happens when a natural monopoly leverages its market dominance to become an unnatural monopoly?

Google was initially a natural monopoly. It’s almost hard to remember now, in the age of Gemini's AI flubs and declining results quality, but in the early days of the internet, Google disrupted the search ecosystem with genuinely superior results. It felt like magic! Google was genuinely better, and in being better, it earned its search market share dominance. That's why we all stopped asking Jeeves.

Maybe that's why it took us so long to recognize that the good guys had gone bad. Our preferred search engine was no longer the plucky, disruptive startup serving us superior results on a free and open internet.

Not only were they stealing our personal data in ways that would make Mark Zuckerberg blush. Not only were they censoring news stories and manipulating search results.

Not only were they dishonestly manipulating searches to extract higher PPC revenues from advertisers in arguably the largest fraud scheme in human history.

All that the government could forgive. But when it was revealed that Google was also leveraging its market dominance to secure exclusive contracts and was paying billions of dollars to maintain default status across multiple devices and browsers, it caught the attention of the U.S. Department of Justice, leading to the investigation and, now, this antitrust ruling.

So What Happens Now?

The court may seek several possible remedies in the Google antitrust case, including:

• Breaking up Google: Divesting parts of the company, such as the Chrome browser or Android operating system.
• Forcing Data Sharing: Requiring Google to share its data with competitors to level the playing field.
• Ending Exclusive Contracts: Prohibiting Google from making deals that ensure its search engine remains the default on devices.
• Imposing Behavioral Remedies: Implementing rules to prevent Google from engaging in similar anticompetitive practices in the future.

We are likely to see which remedies the court seeks after the next key court dates, with a process for determining remedies expected to be discussed by September 4th and a hearing scheduled for September 6th. The exact timeline for implementing any remedies will depend on further legal proceedings and potential appeals by Google, but significant developments could unfold over the next several months.

Potential Impact on Google's Search and Advertising Services

If the court decides to break up Google, we could see significant changes in its search and advertising services. Google's monopoly on search, which drives its advertising dominance, may be dismantled, forcing businesses to rethink their strategies. Services like Android and Chrome, which play a crucial role in Google's ecosystem, could be spun off, leading to a more fragmented digital environment.

I grew up in a decentralized internet, so I would feel pretty comfortable in that fragmented environment. The centralization of services on the internet and its consequences have been a disaster for the human race. Centralization is convenient, which is why we allowed it to happen in the first place, but I personally wouldn't mind introducing a little 1999-style wild west-ism back into the online world.

Implications for Small Businesses' SEO Strategies

Small businesses relying on Google for SEO will need to stay vigilant. A breakup could lead to changes in Google's algorithms, advertising costs, and the overall effectiveness of its platforms. SEO strategies that once guaranteed visibility may need adjustment as new competitors emerge or as Google's search engine potentially loses its dominance.

As the market adjusts, alternatives like Bing, DuckDuckGo, and Yahoo could become more viable options for search and advertising. Businesses might need to diversify their SEO and advertising efforts to ensure they aren't overly reliant on a single platform. Exploring these alternatives now could provide a competitive edge in a post-Google-dominant market.

The breakup of Google might reduce competition for ad space. More players in the market might mean better services and pricing for small businesses. Those who adapt quickly to these changes could find themselves ahead of the curve.

It's not a foregone conclusion that other search engines will successfully take market share from Google in the aftermath of the antitrust action. God willing, Brave and Freespoke will see a boon to their traffic. But if search fragments, SEOs like me will need to start taking optimization for Bing and DuckDuckGo more seriously than we've needed to thus far.

How Longtail Dragon Plans to Navigate the Changes

At Longtail Dragon, we are closely monitoring the situation and developing strategies to help our clients navigate potential disruptions. Whether it's diversifying your digital marketing efforts or adapting your SEO strategies, we're committed to keeping your business competitive in this evolving landscape. Our proactive approach ensures you won't just survive these changes—you'll thrive. Work with Longtail Dragon today to enhance your SEO strategy for your business.