When someone wants to search for something, they often say, “I’ll Google it.” But that could change someday.
In August, a judge ruled that Google and its parent company, Alphabet, illegally operated a monopoly to dominate the search engine market. Google is expected to appeal.
Like many digital marketing experts, I heavily rely on Google products. Nearly all of my clients use at least one Google account. For most of them, Google — whether through organic traffic or paid ads — accounts for a significant portion of referred revenue. Daily, I log into Gmail, search via Google, review Google Analytics, run Google Ads, and optimize Google Business Profiles. And that’s not even considering Chrome, YouTube, Google Workspace, and more.
Naturally, I’ve been wondering: What does the Google Antitrust Case Mean for Digital Marketing when experts and their clients are so dependent on Google? I’ll explore that question in this blog.
A Quick Summary of the Google Antitrust Case
The landmark antitrust case against Google, filed by the U.S. government in 2020, alleged that the company maintained its dominance in the search market by creating strong barriers to entry and a feedback loop that sustained its monopoly, according to CNBC.
Judge Amit Mehta ruled that Google violated antitrust laws by striking exclusive deals with device makers like Apple and Samsung. Google paid billions to ensure its search engine was the default on their phones and tablets. During the trial, it was revealed that Google paid companies, including Apple, over $26 billion in 2021 alone to remain the default search option in Safari. These deals allowed Google to build and maintain a monopoly while unfairly suppressing competition, according to Mehta’s ruling.
Some legal experts believe the court may require Google to end certain exclusive agreements.
What We Can Learn from the 1999 Microsoft Antitrust Case
Google’s case has drawn comparisons to the historic antitrust lawsuit against Microsoft in 1999. According to the FTC, the U.S. Department of Justice accused Microsoft of using its monopoly power in the operating system and browser markets to stifle competition. By making it difficult to install competing software while bundling its Internet Explorer browser with Windows, Microsoft unlawfully maintained its dominance.
The DOJ initially sought to break Microsoft into separate companies, each focusing on different areas, like operating systems (Windows), software applications (Office), and internet services (MSN). However, Microsoft appealed, and in 2001, the case was settled. Microsoft agreed to stop tying products to Windows, share key software interfaces, and submit to years of government oversight.
The DOJ claims the Microsoft case paved the way for Apple — on the verge of bankruptcy at the time — to expand with its iTunes store and eventually launch its groundbreaking product, the iPod. The settlement also fostered an environment for innovation, crucial to Apple’s later success, including the development of iOS and macOS.
In fact, IBM’s 1969 antitrust case helped Microsoft emerge as a dominant player. Each tech antitrust case has ripple effects, often paving the way for startups to become industry leaders.
How Google’s Antitrust Case Could Impact the Digital Landscape
Whether or not the court orders Google to end its exclusive search browser deals, other search engines that have long been on the sidelines may find new opportunities to innovate as Google faces increased scrutiny.
Yahoo, once the largest search engine, prides itself on a unique search experience. DuckDuckGo is known for its commitment to user privacy. Meanwhile, Bing stirred the industry by releasing one of the first widely used AI-powered search bots in February 2023.
There’s also room for growth in the AI search space. Google has introduced Gemini and AI overviews to compete with Microsoft Copilot (formerly Bing Chat), ChatGPT, and others. It’s a fast-moving competition with significant implications for how we find information in the future.
If other search engines or AI chatbots gain more prominence, it could lead to lower CPCs for search ads. However, it could also result in a more fragmented search landscape, making it harder for digital marketers to track and analyze data. With Google Analytics (GA4) and Google Search Console currently dominating traffic analytics, this could complicate the data.
How Digital Marketers Can Prepare
When it comes to SEO and search advertising, stay agile. Continuously update your strategies to align with the latest search optimization guidelines, as the search landscape will continue to evolve — whether Google retains its dominance or not.
It may also be wise to create business listings across other platforms, similar to Google Business Profiles. Bing, for instance, uses Bing Places for Business, while DuckDuckGo sources business data from Apple Maps. If your budget allows, consider testing Bing or Yahoo search ads, especially if the market shifts. And don’t rule out the emergence of new advertising platforms.
Even if Google loses its search monopoly, many other search engines use similar algorithms. A well-optimized SEO strategy for Google should also perform well on other platforms. As AI continues to influence search, be ready for its potential impacts on the digital marketing landscape.
Antitrust cases are meant to benefit businesses and consumers by fostering innovation and competition, as seen in both the Microsoft and IBM cases.
We can’t be certain of the outcome for Google, but change is undoubtedly coming to search. As digital marketers, we must stay prepared and embrace what comes next.
Hire a digital marketing expert to help you prepare for changes in the digital landscape. Schedule a free consultation with ALK Digital Marketing.
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