What Does the Google Search Antitrust Trial Mean for Brand SEO?

King Google’s antitrust trial has finally wrapped up, and the SEO marketers are sick buzzing with anticipation from the fallout. Marketers and SEO aficionados are on the edge of their seats, eager to see how this blockbuster case will reshape the digital landscape.

The trial, which kicked off back in September 2023, centered around accusations that Google used its dominant position to stifle competition and manipulate search results. 

Now, the million-dollar question is: where does brand SEO stand in the aftermath of this high-stakes showdown? Stick around as we dive into the key takeaways from the trial and what they mean for your brand’s SEO strategies moving forward.

What exactly was the trial about?

To recap, the centerpiece of the trial was Google’s alleged monopolistic behavior. Prosecutors accused Google of spending billions to maintain its dominance by striking deals with companies like Apple, ensuring it remained the default search engine.

The DOJ argued these tactics violated the Sherman Act, a federal law against monopolies. Google countered, claiming its success was due to “unceasing hard work” and that a loss would contradict U.S. antitrust law.

Judge Amit P. Mehta is deciding Google’s fate with a ruling over the next few months –a decision that could potentially alter Google’s business operations or even breaking the company. 

However, there’s no need to fear that your brand’s SEO program will become irrelevant after the ruling is issued. Many experts predict a middle-ground ruling that tweaks some practices without a complete overhaul.

Should you care? (Yes.)

As the dust settles on this monumental trial, it’s time to unpack what these developments mean for SEO strategies. 

The trial offered a rare peek behind the curtain at what Google’s algorithm prioritizes and highlighted potential changes stemming from the ruling. Here are the two areas to focus on when navigating the post-trial landscape to stay ahead of the game.

1) Absorb behavior insights

The trial underscored the value of harnessing consumer insights and monitoring user behavior data to spice up search results.  

Documents and testimonies revealed that Google’s algorithm highly values user interaction signals like clicks, time on site, and bounce rates over traditional factors like backlinks. At the trial, former Google employee Eric Lehman said, “pretty much everyone knows we’re using clicks in rankings.” 

While he didn’t spill the beans on exactly how usage data impacts search rankings, his comment made it clear that it plays a significant role in shaping search outcomes.

If you aren’t already focusing on user experience, it is wise to start tracking related metrics and integrating the insights you get from them into your overall SEO strategy. Here are the top metrics to consider:

• Click-Through Rate (CTR)
• Dwell Time
• Bounce Rate
• Conversion Rate
• Navigation Channels
• Page Views and Sessions

This change emphasizes the importance for SEO professionals to improve user engagement and adapt to an internet that is increasingly shaped by user expectations and interactions–a shift that’s happening regardless of the trial’s outcome.

In particular, this means optimizing page features to boost user interaction signals. Here are some ways to actively gather insights and refine your strategy:

• Personalization: Customize content and recommendations to history and behavior.
• A/B Testing: Regularly test page versions to improve user interaction and UX design.
• Implement Feedback: Develop surveys to gather user insights for site improvemen

2) Diversify beyond Google

The trial’s scrutiny of Google’s default search engine agreements with device manufacturers like Apple signals new opportunities, as Google’s former dominance may soon be challenged. With major changes on the horizon, it’s prudent to tailor your SEO strategy to optimize for a variety of search engines and platforms.

To start, focus on technical SEO across all types of search channels. Optimize structured data to target content effectively for both smaller and specialized search engines.

Additionally, it is wise to reduce dependence on Google by capturing traffic from alternative sources with less volume but higher engagement. 

For example, consider leveraging in-person industry events and social communication platforms like Reddit to increase visibility, build community, and maintain resilience against market shifts.

Elevator pitch

The Google antitrust trial has dished out some juicy insights into the future of SEO, spotlighting a shift towards more user-centric, responsive, and behavior-informed practices. 

By hopping on this trend, digital marketers and SEO professionals can sync up with evolving algorithms and expectations, snagging better rankings and driving more organic engagement.

In 2024, it’s time to pivot your efforts to prioritize user experience over traditional metrics while diversifying your overall strategy. This fresh approach not only jives with the legal scrutiny over Google’s tactics but also rides the wave of a more interactive, individual-focused internet.