Game Over for Google? The Lawsuit That's Shaking Up Search Marketing

IT'S STORYTIME...??

Boy oh boy, do we have a juicy topic to sink our teeth into today. Grab your popcorn (or your stress ball) because we're diving into the Google lawsuit that's got the whole industry buzzing.?

What does the Google lawsuit mean for search marketing??

Well, well, well, if it isn't the consequences of our actions. Actually, wait... we'll be suffering the consequences of Google's actions, but now that I think about it, hasn't that always been the nature of our relationship with Google? We've all been at the mercy of the Big G for SO LONG, eagerly anticipating (read: dreading) the next update. It's like being in a toxic relationship where your partner keeps changing the rules of the game, and you're left scrambling to keep up.

So, what's the deal??

Google has been accused of securing various contracts to ensure they are the default search engine. Oh my god, that's SO weird, huge corporations literally NEVER throw money around to secure their competitive advantage... naaaaat. Colour me shocked, folks. It's almost as if a multi-billion dollar company would do anything to stay on top. Who would've thought?

But let's break it down...?

The U.S. Justice Department has filed an antitrust lawsuit against Google, accusing them of unlawfully monopolising the search and search advertising markets. The main beef? Those default search engine deals with mobile carriers and browser developers. You know, the ones that make sure Google is front and center every time you open a new tab or buy a new phone.?

What this means right now...?

• Don't panic and sell all your Google stock just yet (if you're lucky enough to have any). This legal battle is going to drag on longer than that last season of Game of Thrones.?

• Your current SEO strategies aren't going to become obsolete overnight. Google is still the big kahuna in the search world, and that's not changing anytime soon.?

• BUT it might be time to start thinking about diversifying your search marketing portfolio. You know, don't put all your eggs in one Google basket.???

What does this mean for search in the future??

• We might see a new generation lead the way with challenger search engines. DuckDuckGo, anyone? Or maybe Apple will finally get Siri to do more than set timers and misunderstand our accents.?

• SEOs might start looking elsewhere for opportunities. Can anyone Ask Jeeves? Only people of a certain age will get that joke. (If you're under 30, just nod and smile.)?

• We could see a shift in how search results are displayed and ranked. Maybe we'll finally get that "SEO Easy Mode" we've all been dreaming of. (A marketer can dream, right?)

So where do we go from here??

Here's my hot take - investing in brand right now is the way to go. Why? Because no matter what happens with Google, a strong brand will always be valuable. Plus, it's something you actually have control over, unlike those pesky algorithm updates.??

A strong brand drives direct traffic (no search engine required), it builds customer loyalty (which is worth its weight in gold... or Bitcoin, if that's your thing) AND it can weather the storms of changing digital landscapes.

While this lawsuit is a big deal, it's not the end of the world (or search marketing) as we know it. It's more like a wake-up call. A reminder that we shouldn't be putting all our digital eggs in one basket, no matter how big and Google-y that basket might be.

Until next time, keep your search results high and your bounce rates low!?

Amy