The Ripple Effect in the SEO Market
You probably read about the big news out of Europe. Fed up with Google’s rigging of search results and other similar practices, EU regulators slapped a massive fine on the web giant. The case is a major precedent that haunts the search engine. Google’s growth brings similar issues no matter where it expands into. It looks like this sort of issue affects small website owners, including law firms.
The New York Times reported on the case. The EU alleged Google acted as a monopoly. As a result, the body fined Google $2.7 billion. The search giant used its engine to favor its own services over those of its rivals. This competitive advantage gave Google the needed boost to crush its rivals. Using alternative platforms, including its search, Google Adsense, and others, the company systematically bent its results.
Results for Legal Sites
There are far reaching effects to this case well beyond the naked eye. What seems to be a corporate giant attacking the EU affects all of us. Smaller sites penalized by Google’s constant tinkering may still face similar issues.
Many smaller firms use Pay Per Click advertising through Google Adwords to get the word out. An American court recently ruled against the company for misusing that service as well. Now that other services will be better represented, there is a better chance of finding a natural price floor. Google’s schemes with Adwords artificially propped up the cost to advertisers while also crushing the price for ad platforms using Adsense. The result was a death spiral for online ads. Furthermore, couple this with the use of adblocking software and it becomes a nightmare for anyone with a message.
In addition, there are many other angles to Google’s actions. American regulators search for similar practices here at home. Expect more class action lawsuits against Alphabet and perhaps a major antitrust case here. Of course, Ehline Law will cover the whole thing from start to finish.
Posts by Michael Ehline
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