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For the better part of three decades, Google has reigned as the unchallenged Sovereign of Search on the internet. Recently, however, a few actual sovereignties have come to threaten the Keyword Kaiser, the Sultan of SERP, the Lord of the Links (alright, I’m running out).
With the recent introduction of the EU Digital Markets Act (DMA) and ongoing U.S. Department of Justice (DOJ) antitrust actions, Google’s monopolistic hold on the search market could loosen in the coming months and years. These initiatives aim to reshape how online search functions, potentially leveling the playing field for other search engines and giving marketers new options to explore.
In this month’s Google Update, we take a hard look at how recent antitrust actions may impact the search giant — and what these changes could mean for the businesses and SEO professionals who rely on it daily.
Understanding the EU Digital Markets Act
The EU’s DMA, which went into effect earlier this year, seeks to limit the dominance of Big Tech companies like Google by forcing them to open their platforms and services to competitors. As part of the DMA, search engines will be required to:
- Provide equal access to competitors for data and rankings.
- Separate Google’s services, such as Maps and Shopping, from its primary search results to ensure fair competition.
- Ensure transparency in advertising and algorithms, preventing the favoring of Google-owned properties in search rankings.
The goal is to create a more competitive environment for smaller search engines and content providers. And this shift has already started to affect how Google’s algorithms ranks content in Europe, especially in areas previously dominated by its own services or products, such as travel and tourism.
U.S. Department of Justice’s Push for Google Breakup
Meanwhile, across the Atlantic, the DOJ is considering measures to address Google’s search engine monopoly. Following a major ruling in September 2024, the DOJ hinted at the possibility of breaking up Google’s search business — an action that could force Google to split search from its ad technology.
Some proposed remedies include:
- Mandatory divestiture of Google’s ad tech platforms, which currently integrate closely with search services.
- Restrictions on exclusive deals, particularly with device manufacturers, such as pre-installing Google Search on Android devices.
- Sanctions to reduce market manipulation and improve user transparency.
Potential Search Impacts: What Marketers Need To Know
If the DOJ enforces these actions, Google’s influence over the search market, and thus online advertising, could diminish, offering an opening for competitors like Bing or DuckDuckGo. This change could also introduce both opportunities and risks for SEO professionals and businesses that rely on Google for visibility.
Below are the key areas to watch:
- Ranking shifts and algorithm updates: Google may need to adjust its ranking algorithms to comply with new rules, leading to fluctuations in search rankings. Marketers should prepare for potential reduced visibility if new competitors gain traction in search.
- Ad spend diversification: If Google’s ad ecosystem is forced to split, businesses may need to rethink their paid search strategies, distributing budgets across multiple platforms.
- Transparency and algorithm insights: Increased transparency requirements in Europe could offer SEO professionals new insights into Google’s algorithms, helping refine strategies for organic ranking.
- Opportunities for smaller search engines: With Google’s monopoly under scrutiny, alternative search engines could see growth. Marketers might consider optimizing content for platforms like Bing, Brave or DuckDuckGo to diversify traffic sources.
Preparing for an Uncertain Search Future
It’s impossible to predict exactly how these regulatory efforts will play out, but waiting around is rarely the winning strategy. Now is the time to prepare your SEO and marketing strategies.
Here are key steps to stay ahead:
- Consider diverse traffic sources: Begin optimizing for alternative search engines and explore ad campaigns beyond Google’s network, particularly if a portion of your organic traffic already comes from outside Google.
- Monitor algorithm changes: Stay up-to-date with Google’s search announcements to quickly adapt to new updates.
- Refocus on quality content: As search platforms become more competitive, valuable, user-focused content will remain your best bet for long-term visibility.
- Explore transparency tools: Use Google’s increased transparency to your advantage—adjust strategies based on new insights into algorithm performance.
These recent antitrust actions could mark the beginning of a more competitive search environment — one where Google’s monopoly no longer dictates every aspect of SEO. While this may create challenges, it also opens new opportunities for marketers to experiment with different platforms and strategies.
Ultimately, staying ahead will require agility, foresight and a willingness to adapt. Whether Google maintains its dominance or alternative platforms rise to prominence, the key to success lies in staying informed and diversified.
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