Categories: BLOG2

How Will Google’s Antitrust Ruling Affect You?

So, how might this impact Google consumers in the broadest sense? At this scale, we don’t have much precedent. I’m old enough to remember both the Microsoft (2000) and AT&T (1982) antitrust rulings and the long-term reality looked very different from the initial ruling. Obviously, both companies are still alive and well. While the Microsoft ruling was referenced repeatedly in the Google decision, the market has changed dramatically in 24 years.

I think it’s extremely unlikely (again, I’m not a lawyer) that core Google search will be broken up or divested in any substantial way. Even in the ruling, the court recognizes that Google search is a quality product used by a massive customer base. They go as far as to say “[Google] has long been the best search engine, particularly on mobile devices.” (p. 199).

Practically, there’s also no good way to penalize Google’s search usage. You can’t tell consumers to stop using Google search — you can only make it less convenient. The court specifically recognizes “the power of the default” (p. 228) and how difficult it is to change deep consumer habits. Disrupting access to the product could also cause unforeseen harm.

Note that Google argued extensively that it does have search competitors, attempting to expand the definition to include social media sites (Facebook, TikTok, etc.) and major product search engines like Amazon. Ultimately, the court rejected that argument.

We might see some attempt to separate Android from Google or remove exclusivity, but it’s hard to imagine what that would look like. Would Android phones all be required to install Microsoft Edge and Bing by default? That seems implausible and, again, hits consumers.

Much of the ruling focuses on Google’s exclusivity agreements, especially those that clearly favor Google search products and Google Chrome. It’s likely that this will be a focal point of any proposed remedies, which might mean limiting or even invalidating these agreements.

Any forced change to exclusivity would affect Apple in particular and could change their calculations around developing their own search engine. This does very little to reduce barriers to entry, though, and meaningful competition would still require billions of dollars in investment. Only Microsoft has any real head start at this point.

If you liked How Will Google’s Antitrust Ruling Affect You? by Dr. Peter J. Meyers Then you'll love Miami SEO Expert

Dr. Peter J. Meyers

Share
Published by
Dr. Peter J. Meyers

Recent Posts

How To Diversify Your Traffic Outside of Google SERPS

How to build a brand-led content strategy that drives demand outside searchYou’ll learn to move…

2 weeks ago

The Future of AI in Search | Whiteboard Friday Revisited With Britney Muller

Five years after this video was created, the idea that machine learning might be “far…

2 weeks ago

Stop Losing SEO Traffic: AI-Powered Strategies to Detect, Fix, and Drive [MozCon 2025 Speaker Series]

 I’ve spent the past year fielding the same panicked question from clients repeatedly: “Why is traffic…

3 weeks ago

How to Claim, Verify, and Manage Google Business Profiles at Scale

Claim and Verify All Listings with a Domain EmailWe all know how to claim and verify…

3 weeks ago

How To Automate Your BoFu Strategy With AI [Free Prompts, Templates & Workflows]

When Teal brought me in, their bottom-of-funnel content was barely moving the needle. Blog posts…

3 weeks ago

F*** Traffic: How To Prioritize Conversion Over Vanity Metrics

Clicks are down, and if you’re working in SEO right now, you’re probably stuck trying…

3 weeks ago