Impact of AI on Search and Google Lawsuits
We’ve been focused on the impact of AI on Search and how to still make gains in this competitive and volatile SEO world. However, two big lawsuits are deciding potential remedies against Google soon, which could affect organic traffic and the search landscape.
Context of the Lawsuits
There are many lawsuits against Google, some of which come with the territory of being one of the biggest companies in the world. However, two prominent cases stand out because they have the power to transform the company. The first lawsuit, "Search Monopoly Lawsuit: United States v. Google LLC (2020)," claims that Google unlawfully maintains monopolies in the search and search advertising markets. The second lawsuit, "Digital Advertising Lawsuit: United States v. Google LLC (2023)," claims that Google has unlawfully monopolized key digital advertising technologies and markets.
Details of the Lawsuits
The "Search Monopoly Lawsuit" demands that Google divest Chrome and Android, terminate exclusive agreements, add choice screens, and share data with competitors. The judgment would last 10 years from its effective date, with the potential for early termination under certain circumstances. The "Digital Advertising Lawsuit" demands that Google sell Google Ad Exchange and Ad Publisher Server, allow advertisers and publishers to pick other services, and make auctions more transparent.
Potential Impact on Google and the Search Landscape
A weakened Google could open the door for AI chatbots and other new players to shake up the landscape. On the other hand, a strengthened Google would solidify its position as the gatekeeper of customer acquisition. The Trump administration has cut the already dull teeth of many antitrust government bodies, which introduces a significant wildcard into both lawsuits. Additionally, AI hasn’t just threatened Google Search but also leveled the playing field, with many products able to answer questions and potentially replacing traditional search engines.
Role of AI in the Lawsuits
Judge Mehta, who rules in the Search Monopoly case, addressed the point that AI cannot replace the fundamental building blocks of search, including web crawling, indexing, and ranking. However, he could change his mind based on the rapid growth of many AI chatbots and the fact that so many new ones are emerging. The rise of AI chatbots like meta AI, ChatGPT, and Copilot has threatened Google’s monopoly position, and the lawsuits could potentially accelerate or decelerate this trend.
Conclusion
Google is doing well, with search revenue growing to almost $200 billion in 2024. However, the lawsuits matter because if they go through, it could accelerate or decelerate traffic from Google. If the remedies go through as proposed, Google will lose a significant data advantage from Chrome, and competitors will benefit from Google’s data. Google might make search better to compete harder, benefiting users, but it could also push Google to be even more aggressive about AI and send even less traffic to websites. Realistically, the most likely outcome is that Google must end its exclusivity deals immediately, and Apple needs to let users choose a default search engine when setting up their devices. For the web economy, it would be best if the judges in both lawsuits ruled against Google, promoting a more open and competitive search landscape.