You’ve probably seen the headlines: A federal judge ruled that Google unlawfully dominated online advertising markets with its technology, violating antitrust laws.
Meta (Facebook’s parent company) is also in the hot seat for similar reasons.
For those of us running small businesses, mainly if we rely on online ads, social media engagement, or online reviews, these cases could reshape how our businesses are seen online.
What could happen if Google and Meta are required to make significant changes? Let’s explore some potential shifts that could impact small business owners.
Advertising Could Become More Affordable and Equitable
Think about it: Google currently acts as both the host of the ad auction and the marketplace itself. If the courts step in and enforce changes, perhaps by requiring Google to separate its ad technology components, it could pave the way for more competition in the advertising space.
This could mean that you might not always have to compete with the massive budgets of huge corporations just to get your business noticed.
We might see the rise of smaller, more specialized ad platforms becoming strong contenders (or competitor platforms like Bing advertising getting bigger).
Additionally, there could be more transparency in how ads are priced and where they get placed. Less control in the hands of one giant could translate to more options and, hopefully, more value for every dollar you invest in advertising.
That’s a big deal for anyone running ads on a limited budget.
People Might Stop Googling
A fascinating aspect of the antitrust case against Google is that they may need to adjust their partnerships with major players like Apple. Currently, Google is often the default search engine on many devices. If this changes, people might become more inclined to explore alternatives like Bing, Brave, or even AI tools like ChatGPT and Gemini.
This is a great opportunity for you to take a fresh look at your online presence.
- Do a quick search for your business on Google.
- Read through the reviews people have left on your profiles (and if you haven’t already, make it a point to respond to them – your engagement shows you care).
- Consider how you appear on other platforms that display local businesses (like Apple Maps).
If your customers are loyal Apple users, remember that Apple Maps sources reviews from platforms like Yelp and TripAdvisor, not Google Reviews. So, even if you’ve diligently collected those five-star ratings on Google, ensure your reputation shines brightly across other relevant channels as well.
Additionally, this is a great opportunity to check your AI visibility. More and more people are turning to AI to discover local businesses. If your business isn’t showing up in AI search results, you could be missing out on potential leads. Being visible here is becoming increasingly important.
“Googling” Might Just Become “Searching” Again
Think about how ingrained the term “Googling” has become in our everyday language. This verbification is another indicator of Google’s dominance in the search landscape.
However, if their antitrust case leads to a more balanced search environment, we might see a return to simply “searching” for something, regardless of the specific engine used.
This idea ties directly into the ongoing evolution of how people seek information. Tools like ChatGPT, Perplexity, and Google’s own AI Overviews are changing how we search for services. This means that Generative Engine Optimization (GEO) and optimizing your content for AI search results are now just as vital as traditional Search Engine Optimization (SEO).
This is a timely reminder for small businesses to diversify where they invest their marketing budget. You can no longer afford to optimize solely for one search engine; you have to be versatile and embrace channels and platforms, including AI.
While it might seem like more work to ensure visibility across multiple avenues, the upside is that our businesses won’t be as dependent on one platform for survival. This diversification can lead to greater stability and resilience in the long run.
Education and Strategy Will Be Your Compass
With more options, small businesses will need to:
- Staying informed about where your target customers are searching for businesses like yours.
- Create content that’s helpful and high quality (not just optimized for specific keywords).
- Stay updated on the latest trends and changes in SEO and AI (or consider partnering with a small business marketing agency that specializes in this).
Our team at Sweet Rose Studios helps small businesses like yours show up in AI search results. We work to optimize your website, Google Business Profile, marketing content, and more, ensuring that AI understands exactly what you offer.
Ultimately, these antitrust rulings could create a more level playing field for small businesses. It’s also a reminder to create a diverse marketing approach, experiment with new platforms, and explore AI search results as a way to get in front of prospects.
If you’re curious about your business’s current AI visibility, we’d be happy to offer a complimentary AI visibility audit to show you how you’re currently appearing in platforms like ChatGPT and Gemini. Reach out to Sweet Rose Studios today to get started!
