It's official – A judge has ruled that Google has violated antitrust laws. Google has created an illegal monopoly by spending billions of dollars on the default search engine across all Apple devices. Around 60% of Americans use an iPhone, making Apple the dominant smartphone brand in the US. Google currently controls 90% of the online search market, and that number is even higher (95%) on smartphones.
This ruling will have a huge impact on the tech industry. A second, upcoming trial to outline potential fixes, including a possible breakup of Google's parent company, Alphabet, could reshape the digital marketing landscape as we know it.
What does this mean for B2B marketers?
Google has long been the cornerstone of B2B digital marketing strategies. Its search engine and advertising platforms have been crucial for lead generation, brand awareness, and customer acquisition. However, this ruling opens up new possibilities and challenges for B2B companies.
- Diversification of search platforms: While Google remains dominant, B2B marketers should start exploring and optimizing for alternative search engines. Microsoft's Bing, in particular, could see increased market share.
- Shifts in SEO strategies: As the search landscape evolves, B2B companies may need to adapt their SEO approaches to cater to multiple search algorithms.
- Changes in PPC advertising: The potential rise of competing platforms could lead to new advertising opportunities and potentially more competitive pricing.
- Data and analytics considerations: B2B marketers may need to integrate data from multiple search platforms to get a comprehensive view of their online performance.
What is the timeline?
Nothing will happen overnight. This case has taken four years to reach this point, and there will be a lengthy "remedy" phase, followed by appeals. Google has already stated they will pursue appeals.
However, B2B companies should still take this as an opportunity to optimize and adapt. Our search marketing experts recommend a phased approach:
- Immediate term (0-6 months): Audit your current search marketing strategy and identify areas heavily reliant on Google.
- Short term (6-12 months): Begin testing and optimizing for alternative platforms like Bing.
- Medium term (1-2 years): Develop a multi-platform search strategy that balances efforts across various search engines.
What should B2B marketers do in the meantime?
- Don't panic: Google will likely continue to be the dominant search engine for the foreseeable future.
- Prepare with Microsoft Ads: Start by replicating your best-performing Google Ads campaigns on Microsoft's platform.
- Diversify your digital marketing mix: Consider increasing investment in other channels like LinkedIn, industry-specific platforms, or content marketing to reduce reliance on search engines.
- Stay informed: Keep abreast of developments in this case and the broader search landscape. Consider subscribing to our monthly B2B digital marketing newsletter for regular updates and insights.
- Optimize for voice search: With potential changes in the mobile search market, voice search optimization could become even more critical for B2B companies.
- Focus on user experience: Regardless of the search engine, providing an excellent user experience on your website will always be beneficial.
Navigating future changes
As the situation evolves, flexibility will be key. Our team of B2B search marketing experts is here to help you navigate these changes and ensure your digital marketing strategy remains robust and effective.
