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What Do Google’s Antitrust Lawsuits Mean for Your SEO Strategy? – Built In

Google has been at the center of two major lawsuits that could have repercussions on SEO. Our expert examines what those lawsuits could mean for search and how to adapt.
Google has been at the center of lawsuits and challenges from all fronts. Not only is the company facing the recent loss of U.S. v. Google LLC (2020) and the impending decision on U.S. v. Google LLC (2023), but numerous competitors have also seized the opportunity to bring their own suits as well.
For marketers, this torrent of search news is driving uncertainty as the future of Google Search, its AI overviews, and its advertising technology is brought into question.
So, what’s next for the search space? And what should marketers do in light of the recent ruling?

Judge Amit Mehta’s ruling on the federal antitrust lawsuit against Google went south for the search engine in August 2024.
“Google is a monopolist, and it has acted as one to maintain its monopoly,” Mehta declared in the ruling.
Google was found to be in violation of Section 2 of the Sherman Act for an illegal monopoly in the search engine and search advertising markets. Google’s president of global affairs announced Google’s intention to appeal the ruling in August.
As of today, no specific enforcement plan has been announced, so we don’t know what the remedies will look like yet. But the Department of Justice announced that it will issue an outline by December 2024, specifying steps to restore competition. A final judgment is expected next spring.
In the wake of the landmark decision that implicated Google’s search business practices, Google’s artificial intelligence strategy is also coming under scrutiny. As the case moves toward the remedy stage, the Department of Justice has requested more detail on AI’s role in Google Search. While still unclear, this could mean future remedies against the AI piece of the search product.
So far, Yelp has also filed an antitrust lawsuit against Google, as the recent cases have revealed the search giant’s vulnerabilities. Despite potential implications for smaller competitors, Microsoft, DuckDuckGo and other search rivals are vying to fill any future gaps antitrust enforcement will create.
More on SEOIs SEO Dead? A Look at How SEO Is Effective Today.

While it’s too soon to be totally certain how things will shake out for Google Search as the most important hub for consumers and brands, I have a few predictions about how the impact may be felt.
Google’s reign as the far-and-away category king is likely to end, though, within limits. The quality of the Google Search product is undeniable, as are its results, algorithm sophistication and the innovation as a company. This may help mitigate some losses.
Google currently holds a 90 percent search market share, and Bing is the second highest at 3.95 percent, as of September 2024.
However, numerous issues over the past year, including inaccuracies of AI Overviews, an increase in paid ads and a partnership with Reddit, have caused some users to lose trust in Google.
These issues, coupled with the penalties handed to Google will create opportunities for competitors to gain market share and reach users who have historically been attached to Google. A 90 percent market share will be a thing of the past once monopoly remedies are enforced, and the overall search share will likely become a little more diverse.
This is a challenge for Google, but users will be given more options when interacting with search across different platforms and devices. Without preset search apps, consumers will have more freedom.
Bing (and Microsoft Copilot), ChatGPT and Apple will start seeing more prominence among users who had historically never considered them. DuckDuckGo may also jump in popularity given its stance on data privacy, a hot-button issue among consumers.
Google is vaunted for its top-tier consistency across offerings, devices, platforms and social media, as well as its ease of use, solid UX/UI and reliability.
Depending on the remedies the DOJ enforces, this ease and consistent user experience may be negatively affected. If Google has to break up or sunset any features deemed monopolistic the obvious result will be gaps in delivery and user experience.
The 2020 U.S. vs. Google LLC case centers around Google’s payments to Apple to ensure Google Search is the default search engine on Safari. We now know this specific practice violates monopoly law. Not being the default search provider on hundreds of millions of devices will fuel market share loss, damage experience consistency and impact Google’s seamlessness.
We know Google’s AI strategy is under scrutiny but it’s not clear yet as to how the DOJ may enforce against it specifically. If it’s found to be anti-competitive, the way AI Overviews appears and functions may drastically change.
Google could be forced to more clearly label “sources” for its AI answers, for instance. Or it could be moved out of search as a standalone experience if the integration is deemed unfair.
Time will tell. But smart money says Google’s AI implementation and how consumers engage with it will be impacted through increased adoption of Microsoft’s Copilot, SearchGPT, and ChatGPT as the space gets more diverse.
Marketers should remember that because the internet and technology evolve so quickly and government bureaucracy moves so slowly, Google Search may be completely different by the time any antitrust action is taken. The legal impact may be far less relevant by the time government action goes through.
More on SEO10 Ways to Build Topic Authority for SEO

First, everyone needs to take a deep breath. I’m not panicking, and you shouldn’t either. There will be various changes, some that could hinder brand-to-consumer connections. But each change will bring new opportunities as well. So, how should brands and marketers respond?
Brands with substantial investment in Google Search shouldn’t do anything drastic. They should continue and even expand their efforts, delivering as much value as they can to their audience. Ultimately, Google will remain a central hub for consumer connections due to substantial brand loyalty and the positive UX Google provides.
Overreacting is best avoided, as are any reactionary shifts in your efforts.

Search data is a powerful source of insight to truly understand your consumer. It’s the wellspring of consumer insight.
You generate consumer insights by taking millions of searches and leveraging tech to parse through the noise to uncover the hidden opportunities brands are missing out on. Right now, this data comes from Google, but the antitrust action will likely open up new sources, competitor search engines, for one, of consumer data to leverage. Be ready to adapt to future-proof your strategy.
Search data-derived insights tell you what consumers want because people are honest while searching online. Search data is always current as well. Pure, trustworthy data equals pure, trustworthy consumer insights.
Insights let you deliver the right value across all consumer touch points and brand engagements. Reviewing insights early, often and throughout the consumer journey is the key to creating trust and high customer lifetime value (CLV) relationships.
As far as search strategy is concerned, providing the most value to consumers is the key. Google’s algorithms lean toward content that actually helps users. And so do the algorithms of other search engines like Bing. Invest in delivering consistently valuable content to connect across Google, Bing and others.
To mitigate potential losses, brands should keep their Google Search programs but also branch out into alternative search engines like DuckDuckGo and Bing and less explored channels with search features like TikTok, YouTube, and Pinterest. Search isn’t the only space where you can meet consumers early and often in their journey. In investing, your portfolio must be diverse to maximize return and defend from loss. It’s the same in marketing, now more than ever.
Finally, as search continues to change in numerous ways and AI causes new uncertainty, brands need to take on an evolutionary-minded approach. Devote resources to monitoring the entire search environment, the spaces that matter to your brand and regulatory developments. This will ensure your strategy stays innovative, and you’re ready to shift as new trends emerge.
Constantly consider what’s coming next and be ready to respond with fluidity, adapting your digital strategy to keep connecting with consumers. Search is ever-changing and the antitrust lawsuits are driving volatility. But the more things change, the greater the rewards for smart marketers who put consumer value first.

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Professional Growth: The Value of Smaller SEO Events & Masterminds [Podcast] – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
Networking is one of the best parts of any conference. But, the bigger events might not give you the best opportunity to improve your skills and expand your network as much as you would like.
Smaller-scale events and masterminds can provide unique benefits with more intimate networking opportunities, personalized learning experiences, and the chance to interact with industry experts on a one-to-one basis.
Join us to learn how smaller events can help you exchange ideas and collaborate with like-minded individuals who can motivate and inspire you.
Jim Christian, a seasoned digital marketer with over 26 years of experience and founder of The Digital Marketers Organization, and Stephanie Solheim, a dynamic leader in the SEO industry and co-founder of Mastermind Mansion, joined me on the SEJShow to share their insights on the value of smaller SEO events and masterminds and how they can help professionals reach their full potential.
You’re building those relationships that you wouldn’t necessarily have the opportunity to build when you’re at a larger event. You have access to the people that you want to talk to. So in Austin, that might mean that I’m going to get burgers at midnight with a bunch of my buddies to talk about my buddy’s new software. It’s awesome, you know. We cap our events at probably 40 people. –Stephanie Solheim, 6:45
People are going to remember the event that they’re here for, but they’re not going to remember all of it. They might feel like they got a speaker and some tips and tricks. Still, the real thing that they’re going to remember is they’re going to remember being on this balcony up on the 60th floor of the Cosmo hotel. They’re going to remember all the people that were in this room, and they’re going to remember those conversations, and those are the things that they’re going to take back with them. The thing that holds value is the social networking aspect. And so, for us, the mentorship never stops at the event. The event is just the beginning. After that, it’s all about keeping those connections and bringing everyone into the community, and just sharing with the larger audience. –Jim Christian, 34:54
Not everyone is a natural conversationalist. It can be overwhelming to walk into a room at an after-hours event in New York or a larger event in Vegas with hundreds of people. It’s challenging to make conversation with people you don’t know, especially when you can’t tell if someone is a salesperson or not. At trade shows, expos, or educational events, there might be a speaker presenting great material, but as one of the hundreds of people in the room, it can be hard to engage with them. With multiple tracks happening simultaneously, conversing with the speaker afterward can be nearly impossible. –Loren Baker, 7:23
[00:00] – About Jim and Stephanie.
[07:53]- How are the barriers in large events taken down in smaller events?
[12:08] – Do smaller events give your company more ROI?
[18:17] – How you build community after the event.
[21:35] – Struggles that larger events face now.
[30:33] – The benefit of including non-search people in SEO events.
[33:51] – How did Mastermind Mansion start?
[34:50] – How mentorship plays in the events that they do.
[37:08] – Tips they’ve learned while promoting events.
[40:42] – How do you ensure topics remain relevant when planning ahead?
[44:02] – Ticket sales vs waitlist: Which works better?
Resources Mentioned:
Digital Marketers Organization (DMO) Advanced – https://digitalmarketers.org/pages/dmo-advanced
Mastermind Mansion – https://mastermindmansion.com/
We try to pull people from all different walks of life regarding digital marketing and then put them together into a group designed to accelerate growth and learning. –Jim Christian, 16:33
Every time I go to my event, I come away with at least two alternative ways to do my processes more efficiently. And I walk away with either somebody that can use my services or somebody that I can call on when I need help with something. I know that happens across the board. I mean, you’re making those really deep personal connections and understanding at a greater level. –Stephanie Solheim, 12:19
What we’re offering is truly a nice branded experience. There are no drink tickets, so we go out and have a great time. And there isn’t a limit. Or again, we can take you on a really cool excursion that you wouldn’t be able to do if you had, you know, 2,000 people –Jim Christian, 25:22
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Jim Christian:
With over 26 years of experience, Jim Christian is a skilled digital marketer passionate about driving client success through bespoke, performance-driven strategies. He has worked across various industries, including B2B, B2C, travel, luxury, ecommerce, and retail.
Jim began his career in 1997, eventually becoming GoDaddy’s Director of SEO and managing a $40-million sales channel. Later, he founded Blush Digital, a digital marketing agency assisting large enterprises and global brands. He established The Digital Marketers Organization (DMO), a community of thought leaders hosting conferences and masterminds across North America.
Connect with Jim on LinkedIn: https://www.linkedin.com/in/mrjimchristian/
Follow him on Twitter: https://twitter.com/jim_christian
Connect With Stephanie Solheim:
Stephanie Solheim, a dynamic leader in digital marketing and SEO, owns Grow With Meerkat, a full-service agency known for its innovative approach. As the founder of Women in Marketing and co-parent of Sisters in SEO, she empowers women in the industry. Stephanie’s friendly personality shines at her Mastermind Mansion Brand events, where top SEO experts share insights.
An active mentor, she participates in the “Attagirl” sorority and enjoys sharing humorous content. Passionate about AI and prompt engineering, Stephanie was recognized as one of the “12 Powerful Women You Should Know” by The Content Factory.
Connect with Stephanie on LinkedIn: https://www.linkedin.com/in/stephaniesolheim/
Follow her on Twitter: https://twitter.com/solheimsteph
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
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Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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PPC Strategies For 2024: Insights From Over 16,000 Businesses – Search Engine Journal

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Seo In Guk, Lee Joo Bin, And More Confirmed To Join Ma Dong Seok And Park Hyung Sik In New Korean Superhero Series – soompi

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Upcoming Korean superhero series “Twelve” (literal title) has unveiled its star-studded cast lineup!
On October 31, the upcoming fantasy drama “Twelve” revealed the cast lineup of the 12 zodiac angels.
Inspired by the 12 zodiac animals of the East, “Twelve” tells the story of 12 angels living in the human world in human form to protect the Korean Peninsula from evil spirits. Long ago, the angels barely managed to seal the forces of evil in the gates of hell through their sacrifice, bringing peace. However, with the evil spirits awakening, chaos returns.
Previously, it was announced that Ma Dong Seok will play the role of Tae San, the leader of the 12 angels symbolizing the tiger, while Park Hyung Sik will portray Ogui, symbolizing the crow, the force of evil that has awakened from its seal. Tae San harbors deep within his heart the memories of the four angels symbolizing the ox, rabbit, sheep, and rooster, who were sacrificed in past battles, and now lives in the human world, concealing his true identity.
On top of them, Seo In Guk, who was previously in talks, confirmed to take on the role of Won Seung, symbolizing the monkey. Won Seung is a nimble trickster who dreams of becoming the next leader after Tae San.
Veteran actor Sung Dong Il will play Ma Rok, a human with special abilities uniquely chosen by the gods and the manager of the 12 angels. Marok stands by the 12 angels, assisting them in protecting humanity and the world.
Lee Joo Bin will portray Mir, the angel symbolizing the dragon who lives with her special powers sealed due to a battle that took place thousands of years ago.

Go Kyu Pil will transform into Don Yi, the angel symbolizing the pig. Don Yi works as a nurse at a oriental medicine clinic, assisting the angel Bang Wool, who symbolizes the snake, and surprises everyone with his unexpected agility in battles.
Kang Mina will play Gang Ji, the angel symbolizing the dog. Gang Ji is swift like a fighting dog in battles but possesses a warm heart, always determined to protect humans.
Sung Yoo Bin will portray Jwi Dol, the angel symbolizing the rat. Jwi Dol has quick judgment and plays an indispensable role in the activities of the 12 angels.
Ahn Ji Hye will take on the role of Mal Sook, the angel symbolizing the horse, showcasing spectacular action sequences.
Rookie actress Regina Lei will play the role of Bang Wool, the angel symbolizing the snake, marking her official acting debut. Bang Wool is an oriental medicine doctor who heals all human ailments with ancient medical skills. She plays a significant role by diligently caring for her fellow angels when they are attacked by demons.

“Twelve” is currently in production with the aim of premiering next year.
Until then, watch Seo In Guk in “The Smile Has Left Your Eyes”:
Watch Now
And watch Ma Dong Seok in “The Roundup”:
Watch Now
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QGP Launches Homepage Backlinks Service; Reshaping SEO for Businesses – Newsfile

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Wilmington, Delaware and Wan Chai, Hong Kong–(Newsfile Corp. – October 30, 2024) – QGP, a link-building provider committed to helping clients improve their online presence, launches a new homepage backlinks service to empower businesses and brands to gain visibility and strengthen the performance of their websites.
Given that the homepage’s authority greatly influences website ranking, homepage backlinks are one of the key factors in improving a site’s overall visibility in search engine results (SERPs).
With these new services, QGP’s platform makes it easy for businesses to strengthen their online presence and climb search rankings, driving real growth through smarter, more powerful homepage backlinks.
Businesses using the new services will have access to over 5,000 sites through the QGP 3.0 system and can potentially secure high-value homepage links without the hassle of building PBNs, managing footprints, or constantly updating content.
The service also offers fast, easy delivery with links going live within a week, and clients can cancel anytime.
Businesses can explore the new homepage backlinks service here.
About QGP
QGP is a leading link-building and SEO strategy consulting provider specializing in white hat link-building through guest posts, niche edicts, and homepage link strategies. With the expertise to build effective, healthy SEO campaigns, its platform has become the go-to link-building provider for various highly successful SEO training programs.
Media Contact:
Kosta Hristov, Founder & CEO of QGP
kosta@qgp.com
+852 3001 5702
https://www.qgp.com/
To view the source version of this press release, please visit https://www.newsfilecorp.com/release/228182
SOURCE: DesignRush
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After I/O: What To Know Following Google’s Big Month [Podcast] – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
On this episode of the SEJ Show, we dive headfirst into the aftermath of Google’s momentous May, from I/O to Marketing Live.
Join SEJ Editor-in-Chief Amanda Zantal-Wiener in conversation with industry experts Roger Montti and Matt Southern as we dissect the key takeaways and groundbreaking announcements from Google’s annual events.
From an abundance of AI announcements to product updates, tune in to learn how to leverage and apply these developments to stay ahead of the curve.
Google announced a lot of things, but they’re not shipping anything yet, so it’s not like they’re flooding the market with all this new stuff that we have to try. There are a lot of announcements, and I find that we have a lot of time to digest them before we can get our hands on them and use them. –Matt Southern, 2:17
The big takeaway that I got from I/O and the way Google is looking to change the search experience, also with GML yesterday changing the advertiser experience is making everything conversational, which by the way, I feel like we’ve seen this before. Conversational marketing with chatbots etc., was a really big deal. There’s a big emphasis on a conversational approach to all these things. –Amanda Zantal-Wiener, 32:22
So it seems both Open AI and Google are afraid of the democratization of AI. Right now, people are building a chatbot for 500 bucks or less, so the technology is out there. People are building their own things, like Jasper AI is working with Cerebras, which provides AI infrastructure, and a lot of people think Jasper AI is just taking a chat GPT feed and modifying it. No, they built their own large language models using the Cerebras infrastructure, and it’s very unique to them and very specific–what’s called domain-specific. That’s going to pose a problem for them, and they want to keep a light on it, in my opinion, but that’s why you’re seeing the first strike from Google and open AI about the legislation because they want to control what the laws are. –Roger Monttii, 7:17
[00:00] – About Matt & Roger
[02:04] – Are things slowing down this summer?
[05:50] – The talk about the L-word: Legislation.
[12:33] – The white paper on Google’s ethics and AI.
[17:32] – Initial thoughts on Google’s Search Generative Experience (SGE)
[22:03] – About Section 230.
[32:22] – How do you optimize for the new search experience?
[47:15] – How will the new search experience impact accessibility & KPIs?
[52:37] – What’s the motivation for companies?
[58:26] – What’s on the horizon?
Resources mentioned:
Google I/O: https://io.google/2023/
230 should be amended to account for recommender algorithms which is a relatively new thing that didn’t exist. Section 230 was originally formulated to regulate, give a fair forum, and allow free speech. Section 230 is about allowing free speech. But let’s face it: When it comes to people advocating harm, it might seem controversial, but there should be limits on free speech because the right to free speech is only the right to have to be able to say what you want and not have government and put laws into it. Free speech is when I walk into your house or Matt’s house, or anybody who’s watching. I can’t go in there and say whatever the hell I want. You have the right to kick me out. So when you go to a website, whether it’s YouTube, Twitter, or some random forum, if you don’t can abide by the terms of service that restrict what kind of speech is allowed there, they have the right to kick you out. –Roger Monttii, 27:22
As far as the summer in search, I think that it might slow down, but Google has a history of pushing things without announcing them over to summertime, although there are some updates too. But there’s been a history of Google pushing important changes related to how search works during the summer and then announcing it in the fall. –Roger Monttii, 4:13
I was watching the hearing with Sam Altman, and it seemed a little too friendly compared to previous hearings. It’s unusual for a company like that to just welcome regulation, almost like they’re asking, “please regulate us.” –Matt Southern, 10:09
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Roger Montti:
Roger Montti is a seasoned search marketer boasting over 20 years of experience in the field. He has built a solid reputation for expertise and effectiveness by offering site audits, phone consultations, and content and link strategy assistance.
In addition to being a Head Judge for the 2020 and 2021 U.S. Search Awards, Roger is also a publisher of award-winning websites, showcasing his multifaceted talents within the industry.
As a prominent figure in search marketing, Roger has shared his insights at various conferences, including SES, SMX East, SMX West, SMX Advanced Seattle, Affiliate Summit NYC, Affiliate Summit West, and multiple PubCon events. In addition, his writing covers various topics, such as WordPress, Facebook, Google, SEO, and search marketing, further establishing him as a thought leader.
Connect with Roger on LinkedIn: https://www.linkedin.com/in/martinibuster/
Follow him on Twitter: https://twitter.com/martinibuster
Connect With Matt Southern:
Matt G. Southern, a highly respected Senior News Writer, has been integral to the Search Engine Journal team since 2013. With a bachelor’s degree in communications, he excels at distilling complex subjects into clear, engaging content.
In addition to writing, Matt is responsible for overseeing strategy development within SEJ’s news department, ensuring that the organization remains at the forefront of the digital marketing and search engine optimization landscape.
As a trusted source of information, Matt’s work at SEJ combines accuracy, quality, and relevance. His dedication to excellence in reporting and commitment to helping others better understand search engines and digital marketing make him an indispensable asset to SEJ and the broader industry.
Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattgsouthern/
Follow him on Twitter: https://twitter.com/MattGSouthern
Connect with Amanda Zantal-Wiener, Editor-in-Chief at Search Engine Journal:
Follow her on Twitter: https://twitter.com/Amanda_ZW
Connect with her on LinkedIn: https://www.linkedin.com/in/amandazantalwiener/
Amanda is a writer, editor, marketer, and “Golden Girls” superfan. Joining SEJ from HubSpot, her byline has appeared in Thrillist, …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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