Recent court decisions have considered Google a monopoly, citing its dominance in web search, mobile platforms, and essential online services. The DOJ’s proposed plan divides the tech giant into three divisions: search, Android, and media. This potential division and a fresh UK inquiry may have a huge impact on Alphabet’s $2.4 trillion valuation and disturb SEO strategies that companies have used for decades to manage Google’s important algorithms.
Implications for SEO
The antitrust trial tries to improve market competition by offering users alternative search engine options, as Google’s dominance declines to less than 90% of the market. While Google’s search quality may remain unchanged, possible competitors, such as a hypothetical Apple search engine, may change the landscape. The rise of privacy-focused alternatives and the shift to LLMs and social media for information finding point to a developing future in which SEO experts must go beyond traditional search engine techniques to properly serve their clients.
Data Sharing Requirements
The DOJ’s potential demand that Google share its search index and data with competitors may significantly level the playing field in search. While Google’s search quality has traditionally been a strength, mandatory sharing could result in more standardized results across search engines due to its vast information gathering. This could push competition towards innovative features and AI integration, though it may simply revive outdated SEO manipulation tactics.
Google Chrome
Changes to Chromium, Google’s open-source software that powers the majority of major browsers worldwide, including Edge, Brave, and Opera, could have far-reaching effects on search functionality across browsers, potentially impacting SERP displays, mobile search, and Google’s ranking algorithms, forcing SEO professionals to adjust their strategies accordingly.
Opting Out of SERP Features
The DOJ’s plan to allow publishers to opt out of Google services such as AI Overviews while maintaining search exposure would offer content creators more control over their work. This development, together with other possible disturbances in the travel sector as a result of the Digital Markets Act, has the potential to redefine how publishers approach SEO and establish a more balanced relationship between content providers and search engines.
What’s Next for Search and SEO?
While a complete Google separation appears unlikely, significant changes are expected in the coming years. The most likely outcomes include Chrome divestment, a ban on exclusive contracts, and forced search API sharing rather than dividing Android or Google Play. These improvements may redefine search algorithms across platforms, driving search engines towards AI-driven features and away from traditional SERP models.
Source- searchengineland