The Future Of Google + Digital Marketing

The United States Department of Justice recently proposed a solution to the ongoing monopoly that Google has on web search in the country. As many know, Google holds an astounding share of the search traffic in the US, upwards of 90% of the market when it comes to people searching anything from a singlular factoid to emergency home repair services.

While there is nothing imminent as to the adoption of any specific recommendations or Google being broken into smaller pieces, it is an important thing that the DigitalParc team is keeping up on as the process moves. The main reason is that this change could have the potential to cause significant changes within the search landscape for years to come. When Core Algorithm updates are usually the largest singular change that can occur in a defined period for web design, marketing and SEO, a change to the structure of Google with search queries would be far and away one of the most impactful things in our industry in a decade.

What’s exactly happening?

As Search Engine Journal notes, the popular phrasing is that the DOJ is trying to break up Google. While that can be a somewhat accurate summary statement, the reality is much more complicated with recommendations, sell-offs, limitations for future business actions and more.

As for the specifics, the DOJ has indicated that Google has been holding illegal monopolies of search and search ads for years. They’ve proposed ending revenue sharing agreements between companies influenced to use Google search, limit exclusive search distribution deals, require Google to share its search index and data models with competitors.

The DOJ is also recommending ways to increase competition in search advertising and increase transparency in ad auctions through its service.

What does this mean for search and SEO?

This change could have a variety of effects. From a consumer’s standpoint, it would give you more search options that are less Google-centric and revolving around the Google algorithm, along with others. With developments like Google’s AI features being permanent features that users cannot disable, it has turned many users sour on Google’s experience.

For businesses looking to market themselves on the web and companies providing those services (DigitalParc), it has the chance to change the landscape of search marketing. Instead of having to worry about one major source of traffic, sites would need to be partially optimized towards each algorithm for search engines that deliver on major sources of traffic. Also, if companies currently enjoy a good standing with rankings on Google and search results, this could be altered by a drop-off in traffic searching their key terms or a shake-up in the algorithm that tanks a website’s rankings.

What does this mean for paid search advertising?

There could be a number of side effects for the paid search sector. If the market were to be fractured, it would require advertisers to divide budgets between new emerging platforms and compete most where it makes sense. New strategies, technologies and potentially higher budget needs could all result from Google’s stranglehold on advertising platform being diminished.

Cautious Approach, Fast Action

DigitalParc has been following these developments as they have come to be, and we’re evaluating what this means for our valued clients and their marketing plans. While the changes can be a daunting sight, our team is committed to taking the challenge of a new search landscape and establish our clients’ websites for the future of search. The future of SEO and paid ads will certainly involve more diversification of platform as Google will likely face similar actions in the future, even if the most current suit doesn’t radically change things for businesses and marketers alike.

When more of these recommendations and guidelines become actions, DigitalParc will move fast to ensure our clients’ websites are ahead of the curve to adapt, securing additional rankings and continuing success through search advertising.

As this is certainly not the end of the matter for Google’s ongoing monopolistic approach, we will be following up with updates in the weeks, months and years ahead to share our expertise on the direction of search and digital marketing.