Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

DOJ lawsuit: Google search engine 'anticompetitive,' partnerships 'illegal'

According to one associate district attorney, “Google is a monopoly under traditional antitrust principles and must be stopped.”

By Tom DiScipio

DOJ lawsuit: Google search engine 'anticompetitive,' partnerships 'illegal'

Just over 20 years ago, Larry Page and Sergey Brin started Google in their Menlo Park, California, garage — the classic American tech startup story. What began as a college project quickly morphed into one of the world’s largest and most profitable companies — ever

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Of course, they did not achieve their success and growth without meeting challenges along the way. Challenges that continue as of late last month, as Google now faces its largest legal challenge since its inception which has the potential to force a restructuring of the business.

🔎 Related: Google removes 'labeled for reuse' badge from image search

This legal challenge comes as a result of the United States Department of Justice filing an antitrust lawsuit against Google arguing the following:

  1. Google has forged illegal and “exclusive” business partnerships;
  2. Those partnerships were “anticompetitive,” giving Google a competitive advantage, and;
  3. As a result, Google is the dominating force in the search and online ad market.

What constitutes an “exclusive” partnership?

Consider that Google has paid “mobile-phone manufacturers, carriers and browsers, like Apple Inc’s Safari, to maintain Google as their preset, default search engine,” as reported by the Wall Street Journal.

According to Associate Deputy Attorney General Ryan Shores:

“Google is a monopoly under traditional antitrust principles and must be stopped.”

Google, of course, isn’t remaining silent on these accusations.

Kent Walker, Google’s VP of Global Affairs has refuted the case of monopoly by arguing that users have, and continue to have, free will in choosing their preferred search engine.

Walker goes on to say: 

This lawsuit would do nothing to help consumers. To the contrary, it would artificially prop up lower-quality search alternatives, raise phone prices, and make it harder for people to get the search services they want to use.”

History repeats itself

This isn’t the first time an American tech giant has faced this level of antitrust flack. In 1998, Microsoft lost their case and Gates was forced to reorganize the company under the Sherman Act of 1890 which grants the government the authority to break up monopolies.

Google is now facing a similar threat as this lawsuit invokes the Sherman Act, which, according to the Deputy Attorney General, Jeff Rosen is, “not an everyday occurrence.”

🔎 Related: Is your company website at risk for an ADA-compliance lawsuit?

So, the question then becomes, if Google’s outcome in this lawsuit mimics that of Microsoft, what could that mean for those of us that use Google products and services everyday for ourselves and/or for those that we work with? 

In other words, what are some possible outcomes we should be prepared for as consumers and, most of all, as digital marketers and business leaders?

Change in search dominance

According to the DOJ’s investigation, Google owns 94% of searches on mobile devices. 

Should the DOJ enforce that Google is no longer allowed to be the “default” search engine across platforms and devices, it’s possible that other search tools (Yahoo, Microsoft Bing, DuckDuckGo, etc.) could regain some of that market share.

As marketers, we may need to reconsider our content and ad strategies for several reasons:

  1. From a content perspective, each search engine’s algorithm uniquely categorizes, ranks, and prioritizes said content. What may rank #1 in Google may not see the same ranking in Yahoo.
  2. Should Bing or another search increase their market share, ad strategies that typically focus on Google, may need to be repositioned to account for the increased traffic elsewhere.

The ripple effect of litigation

Now more than ever, we’re seeing that economic and social issues of significant magnitude tend to have a broader, and continued influence on society as a whole.

Should Google not emerge victorious in this lawsuit, it’s possible these antitrust lawsuits could ramp up, affecting more and more of the dominating brands we engage with everyday.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

Search Engine Optimization
News
Published on November 9, 2020

Recent Articles

Video SEO: How To Optimize Videos To Drive Traffic to Your Website
May 9, 2022 • 8 min read
37 Eye-opening SEO Statistics To Nail Your 2022 Search Strategy
April 28, 2022 • 10 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
9 SEO Best Practices for Stronger Organic Traffic in 2022
November 18, 2021 • 12 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
How Long Tail Keyword Research Can Drive Business
August 9, 2021 • 7 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
Inbound Marketing Help: My Traffic And Leads Are Down. What Can I Do?
June 28, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
Google confirms demise of Q&A search feature, Question Hub lives on
April 26, 2021 • 1 min read
Big Google algorithm update moved to June with new performance report
April 21, 2021 • 4 min read
No, changing page publish dates won't increase Google search rankings
April 10, 2021 • 4 min read
Google: 'zero-click search' claims and data 'misleading'
April 5, 2021 • 6 min read
3 quick SEO fixes that will increase your website rankings right away
March 30, 2021 • 5 min read
10 Google Analytics metrics you absolutely must track (updated)
March 29, 2021 • 5 min read
Meet the new Google My Business review management view
March 20, 2021 • 2 min read
Google Ads help: Top 10 reasons your Google Ads campaigns are failing
March 10, 2021 • 10 min read
Google 'price drop' structured data for e-commerce can grab buyer eyes
March 9, 2021 • 2 min read