Google Antitrust Verdict: What It Means for Your Digital Marketing Strategy 

In the first monopoly trial of the Internet era, a judge ruled against tech juggernaut Google, deciding the company maintained an illegal monopoly in the search market. We’ve been following the trial closely, outlining what an antitrust trial entails, why Google was under fire, and what it could mean for your business. With the verdict in, businesses are curious about what this could mean for their digital marketing, specifically SEO. In this blog, we look at possible consequences for Google and what your business should consider for future online marketing plans.   

The verdict and its potential ripple effects 

It was unclear how the U.S. Department of Justice (DOJ) would apply the Sherman Antitrust Act of 1890 to businesses of today’s digital age, but at the core of the case is business dealings. From steel companies at the turn of the century to telecommunications at the tail end, deals that create anti-competitive markets are examined regardless of the product. 

In this case, Google spent billions of dollars on exclusive contracts with companies like Apple and Android to secure itself as the default search provider on browsers and devices. Its firm hold on market share increased as a result. 

While already dominant before the deals, the court determined that these defaults created a monopoly in the search space—leaving no room for competitors. The court also found that Google abused its dominance by utilizing user data to reinforce market dominance to protect its monopoly over search-related advertising.  

Google announced it will appeal the decision, and plans for consequence proceedings are in the works, so the true results are months or years away. The judge has asked that Google and the DOJ submit proposed remedies by September 4th for a future hearing. Google’s ad tech will be reviewed in a separate trial with the DOJ starting September 9th.  

The DOJ has brought in several monopoly cases against big tech companies in the past few years concerning anti-competitive behavior in the digital space, including Apple and Meta, but this is the first major verdict of those trials. Experts think this may set a precedent for future rulings. 

What does this mean for my business? 

The change at play here is how users are presented with browser options given the defaults are no longer allowed. This means a few extra clicks during the setup of a new device or opt-in check-ins on existing devices. While a minor annoyance, this isn’t a major shake-up for daily users. However, marketers will watch whether this choice will change the market share. Some experts say this verdict could be more effective in shrinking the market gap for competitors like Microsoft’s Bing. 

The biggest thing to note is Google isn’t going anywhere. Even if the consequences of this verdict and its future trials break up the company, how customers utilize search engines won’t change. Take a verdict against Microsoft in 2001, which ruled against bundling Internet Explorer with its Windows operating system (OS) as anti-competitive. Though appealed, the company saw a slowdown. However, Microsoft Windows still has a 72% market share of PC operating systems, and while Explorer is now Edge, many users still use it in conjunction with Windows.    

What gives Google the edge is its data and experts say this will keep the search engine dominating—helping the company in its AI push as search data is a major source powering that technology. At the end of the day, this is all about business dealings and ensuring customers have a clear choice.   

Content is still king 

While the question of market share will take time to answer, SEO is still very reliant on quality content, and search engines beyond Google operate based on similar algorithms that look to fulfill user intent. This intent fulfillment goes for AI as well.  

The consequences won’t change the need for helpful content and great user experiences, but could mean more focus on how your business shows up on other search engines. The same can be said for market share and the pending trial of Google’s ad technology—your paid search strategies may need to allocate more funds across different browsers.   

If you have any questions about the Google Antitrust Trial and possible market consequences, contact the TopSpot Marketing Team. If you are not a TopSpot Partner, contact us for more information and advice on your digital marketing strategy.