Google Faces Antitrust Issues | Changing SERP Competitiveness
The following is a transcription of the Tailwind Flash Briefing published June 10, 2019. To listen activate through the Amazon Alexa Skill store.
Or listen directly here:
Tailwind Digital Minute Flash Briefing for June 10, 2019
From the Tailwind office in Tempe, Arizona, today is June 10th and this is your weekly Digital Minute. I’m David Ericson and these are some big stories from last week.
Antitrust Mania Sweeps Washington
Over the last week it has been claimed by multiple sources, Wall Street Journal and Bloomberg included, that potential investigations of Google, Facebook, Amazon and Apple could be on the horizon.
Among the investigating parties are the Federal Trade Commission and the US Department of Justice who are splitting the four entities in half with Amazon and Facebook being given to the FTC and Google and Apple falling to the DOJ. Notably missing from this quartet is Microsoft who has been through this situation before and is currently considered less powerful in the modern day. Though outcomes of these investigations could potentially take years, ethical implications generated from this “anti-trust mania” could realistically change how modern tech companies control competition in digital markets. To provide his take on it and learn a little more about the situation, we spoke again with our very own, Andrew Karlovsky.
"Apple has a giant market that they basically lock down so it’s like a 40 billion dollar market, they take 30%, 15% of ongoing subscriptions so that’s a huge market and a lot of developers feel very hamstrung because they have such market forces, they’re 50% of the market share, (don’t quote me on that), and, roughly speaking, that type of market force is centered around their store with no control or ability to incorporate other stores like you’ve seen the audible experience where you need to go to audible.com and purchase something and then download it to your phone. Between all of that, those seem more like a trade issue.
Google and Facebook are security, data and advertising type stuff so it’s kind of its own thing although google could also be kind of a platform issue when you look at chrome owning 70% of mobile and desktop browser market shares."
Like we mentioned earlier, it is likely years until we reach any actual results with these investigations but it should be noted that as digital marketers who utilize these tech platforms on a daily basis to do our jobs, we need to be conscious and aware of potential changes that could flip our careers upside down.
Google Search to Stop Sites from Appearing Multiple Times
Speaking of flipping things around, Google announced last Thursday a change in their search engine designed to limit sites that may have historically been featured multiple times within a given search results page.
To quote 9to5Google contributor Abner Li, This tweak to Google Search aims to address how some queries return “many listings all from the same site in the top results,” due to feedback received by Google that search users are seeking more diverse results. While there are exceptions to this policy, those being when Google determines that it is “especially relevant” to feature results from the same site, this does provide the potential for alleviating the difficulty that comes with determining the significance of why one top page is better than another. To dig a little deeper on the implications this will have on the search marketplace, we sat down with Tailwind’s Director of Search, Ryan Gudmundson.
"I mean, within the SEO community, this type of update is pretty important just because for people who might be within real estate, home buying, or whether it’s restaurants or whatever, when you are dealing with sites like Yelp or Zillow or Redfin or any of these larger sites that aggregate lots of different address locations or products or restaurants or whatever, your site now has a better opportunity to start ranking if Google is limiting the number of times those specific urls from those sites are being shown in a search results page."
One key defining insight that search analysts will be able to leverage is that site diversity will be considering subdomains no longer just as parts of the root domain but as separate sites when the algorithm deems it relevant to do so.
Well that about covers it for this week's edition of the Digital Minute. To learn more about some of the topics we've covered today, join us over at FindYourTailwind.com/blog for a full transcription of the Digital Minute as well as links to further resources and information. Until next week, I'm David Ericson.
Be sure to check out last weeks edition of the Digital Minute.
Current Open Positions
Tailwind is currently looking for the following positions to join our team:
Want to learn more about what fits your career trajectory best?