In August 2024, Google lost its first major antitrust case in the U.S. Department of Justice vs. Google.

While we all gained some interesting insights about how Google’s algorithm works (hello, NavBoost!), understanding the implications of this loss for Google as a business is not the easiest to unravel. Hence, this article.

There’s still plenty we don’t know about Google’s future as a result of this trial, but it’s clear there will be consequences ahead.

Even though Google representatives have said they will appeal the decision, both sides are already working on proposals for how to restore competition, which will be decided by August 2025.

My significant other is a corporate lawyer, and this trial has been a frequent topic at the dinner table over the course of the last year.

We come from different professional backgrounds, but we have been equally invested in the outcome – both for our respective careers and industries. His perspective has helped me better grasp the potential legal and business outcomes that could be ahead for Google.

I will break that down for you in this article, along with what that could mean for the SEO industry and Search at-large.

Background: The Case Against Google

In August 2024, Federal Judge Amit Mehta ruled that Google violated the U.S. antitrust law by maintaining an illegal monopoly through exclusive agreements it had with companies like Apple to be the world’s default search engine on smartphones and web browsers.

During the case, we learned that Google paid Apple $20 billion in 2022 to be the default search engine on its Safari browser, thus making it impossible for other search engines like DuckDuckGo or Bing to compete.

This case ruling also found Google guilty of monopolizing general search text advertising because Google was able to raise prices on ad products higher than what would have been possible in a free market.

Those ads are sold via Google Ads (formerly AdWords) and allow marketers to run ads against search keywords related to their business.

Note: There is a second antitrust case still underway about whether Google has created illegal monopolies with open web display ad technology as well. Closing arguments will be heard for that in November 2024 with a verdict to follow

Remedies Proposed By The DOJ

On Oct. 8, 2024, the DOJ filed proposed antitrust remedies for Google. Until this point, there has been plenty of speculation about potential solutions.

Now, we know that the DOJ will be seeking remedies in four “categories of harm”:

1. Search Distribution and Revenue Sharing.
2. Accumulation and Use of Data.
3. Generation and Display of Search Results.
4. Advertising Scale and Monetization.

The following sections highlight potential remedies the DOJ proposed in that filing.

Ban On Exclusive Contracts

In order to address Google’s search distribution and revenue sharing, it is likely that we will see a ban on exclusive contracts going forward for Google.

In the Oct. 8 filing, the DOJ outlined exploring limiting or prohibiting default agreements, pre-installation agreements, and other revenue-sharing agreements related to search and search-related products.

Given this is what the case was centered around, it seems most likely that we will see some flavor of this outcome, and that could provide new incentives for innovation around search at Apple.

Apple Search Engine?

Judge Mehta noted in his judgment that Apple had periodically considered building its own search technology, but decided against it when an analysis in 2018 concluded Apple would lose more than $12 billion in revenue during the first five years if they broke up with Google.

If Google were no longer able to have agreements of this nature, we may finally see Apple emerge with a search engine of its own.

According to a Bloomberg report in October 2023, Apple has been “tinkering” with search technology for years.

It has a large search team dedicated to a next-generation search engine for Apple’s apps called “Pegasus,” which has already rolled out in some apps.

And its development of Spotlight to help users find things across their devices has started adding web results to this tool pointing users to sites that answer search queries.

Apple already has a web crawler called Applebot that finds sites it can provide users in Siri and Spotlight. It has also built its own search engines for some of its services like the App Store, Maps, Apple TV, and News.

Apple purchased a company called Laserlike in 2019, which is an AI-based search engine founded by former Google employees. Apple’s machine learning team has been seeking new engineers to work on search technologies as well.

All of these could be important infrastructure for a new search engine.

Implications For SEO

If users are given more choices in their default search engine, some may stray away from Google, which could cut its market share.

However, as of now, Google is still thought of as the leader in search quality, so it’s hard to gauge how much would realistically change if exclusive contracts were banned.

A new search engine from Apple would obviously be an interesting development. It would be a new algorithm to test, understand, and optimize for.

Knowing that users are hungry for another quality option, people would likely embrace Apple in this space, and it could generate a significant amount of users, if the results are high enough quality. Quality is really key.

Search is the most used tool on smartphones, tablets, and computers. Apple has the users that Google needs.

Without Apple’s partnership with Google, Apple has the potential to disrupt this space. It can offer a more integrated search experience than any other company out there. And its commitment to privacy is appealing to many long-time Google users.

The DOJ would likely view this as a win as well because Apple is one of the few companies large enough to fully compete across the search space with Google.

Required Sharing Of Data To Competitors

Related to the accumulation and use of data harm Google has caused, the DOJ is considering a remedy that forces Google to license its data to competitors like Bing or DuckDuckGo.

The antitrust ruling found that Google’s contracts ensure that Google gets the most user data, and that data streams also keep its competitors from improving their search results to compete better.

In the Oct. 8 filing, the DOJ is considering forcing Google to make: 1) the indexes, data, fees, and models used for Google search, including those used in AI-assisted search features, and 2) Google search results, features, and ads, including the underlying ranking signals available via API.

Believe it or not, this solution has precedent, although certainly not at the same scale as what is being proposed for Google.

The DOJ required AT&T to provide royalty-free licenses to its patents in 1956, and required Microsoft to make some of its APIs available to third parties for free after they lost an antitrust case in 1999.

Google has argued that there are user privacy concerns related to data sharing. The DOJ’s response is that it is considering prohibiting Google from using or retaining data that cannot be shared with others because of privacy concerns.

Implications For SEO

Should Google be required to do any of this, it would be an unprecedented victory for the open web. It is overwhelming to think of the possibilities if any of these repercussions were to come to fruition.

We would finally be able to see behind the curtain of the algorithm and ranking signals at play. There would be a true open competition to build rival search engines.

If Google were no longer to use personalized data, we might see the end of personalized search results based on your search history, which has pros and cons.

I would also be curious what would happen to Google Discover since that product provides content based on your browsing history.

The flip side of this potential outcome is that it will be easier than ever to gamify search results again, at least in the short term.

If everyone knew what makes pages rank in Google, we would be back in the early days of SEO, when we could easily manipulate rank.

But if others take the search algorithm and build upon it in different ways, maybe that wouldn’t be as big of a concern in the long term.

Opting Out Of SERP Features

The DOJ filing briefly touched on one intriguing remedy for the harm Google has caused regarding the generation and display of search results.

The DOJ lawyers are proposing that website publishers receive the ability to opt out of Google features or products they wish to.

This would include Google’s AI Overviews, which they give as an example, but it could also include all other SERP features where Google relies on websites and other content created by third parties – in other words, all of them.

Because Google has held this monopoly, publishers have had virtually no bargaining power with Google in regards to being included in SERP features without risking complete exclusion from Google.

This solution would help publishers have more control over how they show up in the search results.

Implications For SEO

This could be potentially huge for SEO if the DOJ does indeed move forward with requiring Google to allow publishers to opt out of any and all features and products they wish without exclusion in Google’s results altogether.

There are plenty of website publishers who do not want Google to be able to use their content to train its AI products, and wish to opt out of AI Overviews.

When featured snippets first came about, there was a similar reaction to those.

Based on the query, featured snippets and AI Overviews have the ability to help or harm website traffic numbers, but it’s intriguing to think there could be a choice in the matter of inclusion.

Licensing Of Ad Feeds

To address advertising scale and monetization harm caused by Google, the DOJ filing provided a few half-baked solutions related to search text advertising.

Because Google holds a 91% market share of search in the U.S., other search engines have struggled to monetize through advertising.

One solution is to require Google to license or syndicate its ad feed independent of its search results. This way, other search engines could better monetize by utilizing Google’s advertising feed.

It is also looking at remedies to provide more transparent and detailed reporting to advertisers about search text ad auctions and monetization, and the ability to opt out of Google search features like keyword expansion and broad match that advertisers don’t want to partake in.

Implications For SEO

I don’t see obvious implications for SEO, but there are plenty for our friends in PPC.

While licensing the Google ad feed is intriguing in order to help other search engines monetize, it doesn’t get at the issue of Google overcharging advertisers in their auctions.

More thought and creativity might be needed here to find a solution that would make sense for both creating more competition in search and fairness for advertisers.

They are certainly on the right track with more transparency in reporting and allowing advertisers to opt out of programs they don’t want to be part of.

Breaking Up Of Google

The DOJ lawyers are also considering “structural remedies” like forcing Google to sell off parts of its business, like the Chrome browser or the Android operating system.

Divesting Android is the remedy that has been discussed the most. It would be another way to prevent Google from having a position of power over device makers and requiring them to enter into agreements for access to other Google product apps like Gmail or Google Play.

If the DOJ forced Google to sell Chrome, that would just be another way to force them to stop using the data from it to inform the search algorithm.

There are behavioral remedies already mentioned that could arguably accomplish the same thing, and without the stock market-shattering impact of a forced breakup.

That said, depending on the outcome of the U.S. election, we could see a DOJ that feels empowered to take bigger swings, so this may still be on the table.

The primary issue with this remedy is that Google’s revenue largely comes from search advertising. So, if the goal is to reduce its market share, would breaking up smaller areas of the business really accomplish that?

Implications For SEO

If Android became a stand-alone business, I don’t see implications for SEO because it isn’t directly related to search.

Also, Apple controls so much of the relevant mobile market that spinning Android off would have little to no effect in regards to addressing monopolistic practices.

If Chrome were sold, Google would lose the valuable user signals that inform Navboost in the algorithm.

That would have some larger implications for the quality of its results since we know, through trial testimony, that those Chrome user signals are heavily weighted in the algorithm.

How much of an impact that would have on the results may only be known inside Google, or maybe not even there, but it could be material.

Final Thoughts

There is so much to be decided in the year (potentially years) to come regarding Google’s fate.

While all of the recent headlines focus on the possibility of Google being broken up, I think this is a less likely outcome.

While divesting Chrome may be on the table, it seems like there are easier ways to accomplish the government’s goals.

And Android and Google Play are both free to customers and rely on open-source code, so mandating changes to them doesn’t seem the most logical way to solve monopolistic practices.

I suspect we’ll see some creative behavioral remedies instead. The banning of exclusive contracts feels like a no-brainer.

Of all the solutions out there, requiring Google to provide APIs of Google search results, ranking signals, etc. is by far the most intriguing idea.

I cannot even imagine a world where we have access to that information right now. And I can only hope that we do see the emergence of an Apple search engine. It feels long overdue for it to enter this space and start disrupting.

Even with Google appealing Mehta’s decision, the remedy proposals will continue ahead.

In November, the DOJ will file a more refined framework, and then Google will propose its own remedies in December.

More resources:

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The Snapchat ad ecosystem just expanded with two new placement options.

On Tuesday, Snap announced they started testing on two new placements:

• Sponsored Snaps
• Promoted Places

While not available to the general public yet, Snap provided information on the test, including their launch partners and more about the ad placements.

The goal of these placements are for brands to expand their reach across some of the most widely adopted parts of the platform.

Sponsored Snaps Ad Placement

Snapchat is testing a new Sponsored Snaps placement with Disney, in the announcement from October 8th.

The Sponsored Snaps placement shows a full-screen vertical video to users on Snapchat.

Users can then opt-in to opening the Snap, with options to engage with the advertiser in one of two ways:

• Sending a direct message to the advertiser by replying
• Use the call-to-action to open the link chosen by the advertiser.

Sponsored Snaps aren’t delivered via a push notification and will appear differently than other Snaps in a user’s inbox.

After a certain amount of time, any unopened Sponsored Snaps disappear from a user’s inbox.

Promoted Places Ad Placement

Snap partnered with two other brands for their Promoted Places ad placement test: McDonalds and Taco Bell.

This new ad placement shows on the Snap Map, which is meant to help users discover new places they may want to visit.

Promoted Places will highlight sponsored placements of interest within the Snap Map.

In early testing, Snap said they’ve found adding places as “Top Picks” drives a typical visitation lift of 17.6% for frequent Snapchat users.

They also mentioned the possibility of exploring ideas around customer loyalty on the Snap Map in future phases.

Summary

Snap hasn’t yet announced how long these ad placement tests will run, or when they’ll be available for broader advertisers.

Snap said the Sponsored Snaps and Promoted Places placements will evolve from feedback within the Snapchat community and the brands partnered with them at launch.

In the future, there’s possibility of integrating features like CRM systems and AI chatbot support to make communication more streamlined between brands and Snapchat users.

SEO is a rapidly evolving field, making it important for professionals to continuously expand their knowledge and skills.

We’ve put together a list of essential SEO books suitable for readers at various levels.

Some books on this list provide a foundation in core concepts, while more advanced practitioners can explore topics such as entity optimization.

The list includes specialized resources tailored to specific areas of SEO. For example, some books offer strategies for businesses targeting local audiences, while others serve as comprehensive guides to link building tactics.

For those interested in Google’s perspective, another book provides insights into the company’s philosophies and principles.

Whether you’re a beginner or an experienced professional, this list caters to diverse interests and skill levels, ensuring there’s something for everyone.

Books On Search Engine Optimization

1. SEO For Beginners: An Introduction To SEO Basics

Published by Search Engine Journal, this is a comprehensive guide to SEO. It covers everything from link building and SEO history to busting common myths and offering expert tips.

While it’s for beginners, veterans can also gain new insights. The book breaks down complex ideas into bite-sized pieces, making it a great starting point.

It’s well-structured, with each chapter tackling a different SEO aspect – from search engine mechanics to the latest algorithm updates.

The authors don’t just stick to theory. They provide real-world examples and case studies to show how these concepts work in practice. This mix of theory and application makes the book a valuable resource for anyone looking to improve their SEO.

Key reasons to give it a read:

• Get a solid grasp of SEO basics from industry pros.
• Easy-to-follow explanations of tricky concepts.
• Practical advice you can apply to your SEO strategies.
• Stay in the loop with current SEO trends and Google updates.
• Benefit from the collective wisdom of top SEO experts.

2. Entity SEO: Moving From Strings To Things

By Dixon Jones, CEO of InLinks

Dixon Jones’ book “Entity SEO: Moving from Strings to Things” explains the shift from old-school keyword SEO to modern entity-based optimization.

It explains how search engines now use the Knowledge Graph to understand relationships between concepts and offers practical advice on adapting your SEO strategy.

Key points:

• Making your brand an “entity” in your niche.
• Using structured data effectively.
• Getting quality links and mentions.
• Creating content rich in entity information.

The book uses real examples to show how these concepts work in practice. It’s meant to help SEO professionals at all levels understand and prepare for where search is heading.

Worth reading if you want to:

• Get a solid grip on entity SEO.
• Learn actionable entity optimization tactics.
• Establish your brand as a recognized entity.
• Master the use of structured data for SEO.
• Future-proof your SEO strategy.

3. The Art Of SEO: Mastering Search Engine Optimization

by Eric Enge of Stone Temple Consulting, Stephan Spencer, and Jessie C. Stricchiola

Covering everything from SEO 101 to advanced tactics, this book starts with the basics of how search engines work and then dives into the meat of SEO: keyword research, on-page optimization, technical SEO, and link building.

The authors break down complex strategies into actionable steps, making implementation a breeze.

What sets this book apart is its holistic approach. It’s not just about ranking; it’s about aligning SEO with your business goals and integrating it into your digital strategy. The book also discusses the role of content marketing and social media in boosting SEO performance.

Reasons to read this book:

• Get a complete SEO education, from basics to advanced strategies.
• Learn to align SEO with your business objectives.
• Access practical, step-by-step guides for implementing SEO tactics.
• Understand how to integrate SEO with content marketing and social media.
• Benefit from the collective wisdom of three renowned SEO experts.

4. The Psychology Of A Website: Mastering Cognitive Biases, Conversion Triggers And Modern SEO To Achieve Massive Results

by Matthew Capala

Matthew Capala’s “The Psychology of a Website” offers a fresh take on website optimization. Instead of focusing on technical aspects, it dives into the psychology behind user behavior and conversions.

Capala, a seasoned digital marketer, shares actionable tips for creating websites that perform well in search results and keep visitors engaged and more likely to convert.

The book kicks off by exploring how our brains work when we browse websites. Capala then gets into the nitty-gritty of optimizing different website elements, from how they look to what they say.

A big focus throughout is user experience (UX). Capala stresses that a great website isn’t just about ranking high on Google – it needs to be easy and enjoyable for people to use.

While UX is key, Capala doesn’t ignore SEO. He offers practical advice on keyword research, on-page optimization, and building links while keeping the focus on creating content that actually connects with users.

By blending psychological insights with practical digital marketing strategies, Capala offers a well-rounded approach to website optimization that can lead to significant improvements.

Reasons to read this book:

• Gain insights into the psychology driving user behavior and conversions.
• Learn to create websites that not only rank well but also engage visitors.
• Get practical strategies for optimizing design, content, and calls-to-action.
• Discover how to enhance user experience and mobile performance.
• Learn to integrate SEO best practices with a focus on user engagement.
• Benefit from real-world examples and expert insights from a seasoned digital marketer.

5. The Best Damn Website & Ecommerce Marketing And Optimization Guide, Period

by Stoney DeGeyter

SEO veteran Stoney DeGeyter’s book “The Best Damn Website & Ecommerce Marketing And Optimization Guide, Period” covers SEO basics to advanced tactics for websites and online stores.

It starts with SEO essentials and then dives into advanced topics. The book’s standout feature is its focus on ecommerce, addressing product pages, category optimization, and effective product descriptions.

DeGeyter emphasizes a holistic SEO approach that aligns with business goals and user experience. He also covers analytics for strategy refinement.

This guide suits both small business owners and ecommerce marketers.

Reasons to read:

• Master SEO fundamentals and advanced strategies.
• Learn ecommerce-specific optimization tactics.
• Discover product page and description best practices.
• Understand user-generated content’s SEO impact.
• Align SEO efforts with business objectives.
• Benefit from decades of industry expertise.

6. Ecommerce SEO Mastery: 10 Huge SEO Wins For Any Online Store

by Kristina Azarenko

Kristina Azarenko’s “Ecommerce SEO Mastery” offers 10 key strategies for online stores. The book tackles common ecommerce SEO challenges like thin content and complex site structures.

Azarenko breaks down each “SEO win” with practical advice on implementation.

Topics include:

• Ecommerce keyword research.
• Product & category page optimization.
• Leveraging user-generated content.
• Building quality backlinks.
• Site speed and mobile optimization.
• Structured data.

The book provides real-world examples and emphasizes data-driven SEO. It guides readers through using tools like Google Analytics and Search Console to track progress.

Reasons to read:

• Learn 10 powerful ecommerce-specific SEO strategies.
• Gain insights from a renowned SEO expert.
• Discover how to optimize product and category pages.
• Leverage user-generated content for SEO benefits.
• Learn to build high-quality backlinks.
• Apply real-world examples and case studies.
• Adopt a data-driven approach to ecommerce SEO.

7. Product-Led SEO: The Why Behind Building Your Organic Growth Strategy

by Eli Schwartz

Eli Schwartz’s “Product-Led SEO” offers a fresh take on SEO strategy, emphasizing business goals and sustainable organic growth.

Drawing from his work with major brands, Schwartz presents a framework that integrates SEO with overall company strategy.

The book challenges traditional SEO tactics, advocating for a holistic approach that prioritizes user value.

Key topics include:

• User intent optimization.
• Content strategy for the full customer journey.
• Measuring SEO’s business impact.

Schwartz focuses on the strategic “why” behind SEO tactics, encouraging critical thinking and adaptable strategies for long-term success.

Reasons to read this book:

• Gain a strategic perspective on SEO that aligns with business objectives.
• Learn to create sustainable organic growth through user-centric approaches.
• Discover how to optimize for the entire customer journey.
• Understand methods for measuring and communicating SEO’s business impact.
• Access real-world case studies and examples from major brands.
• Benefit from the author’s extensive experience in driving impactful SEO results.

Books On Link Building

8. The Link Building Book

by Paddy Moogan

Paddy Moogan’s “The Link Building Book” is a comprehensive, free online guide.

It covers link building basics, tactics for acquiring high-authority backlinks, content creation, and practical steps for planning and executing campaigns.

The book emphasizes white-hat techniques and quality over quantity, making it valuable for both SEO novices and pros.

Reasons to read:

• Master link building fundamentals and best practices.
• Learn diverse tactics for acquiring high-quality, relevant links.
• Understand how to assess potential linking websites.
• Discover content strategies that naturally attract links.
• Learn to plan and execute effective link building campaigns.
• Benefit from practical advice and real-world examples.
• Access updated, valuable insights at no cost.

Books On Local SEO

9. Local SEO Secrets: 20 Local SEO Strategies You Should Be Using NOW

by Roger Bryan

“Local SEO Secrets” by Roger Bryan is a must-read for businesses targeting local customers. It offers 20 proven strategies to boost local search visibility and drive growth.

Key topics include:

• Local SEO fundamentals and how it differs from traditional SEO.
• Optimizing Google Business Profile listings.
• Building local citations and leveraging structured data.
• Creating local content and managing online reputation.
• Implementing and tracking local SEO strategies.

The book provides actionable advice, real-world examples, and step-by-step instructions. It’s valuable for small business owners, marketers, and SEO consultants working with local clients.

Reasons to read:

• Learn 20 proven strategies for improving local search visibility.
• Understand key local ranking factors like Google Business Profile, reviews, and citations.
• Master GBP optimization for local SEO success.
• Discover how to use structured data and local content effectively.
• Learn reputation management best practices.
• Get practical, easy-to-implement instructions and examples.
• Learn to measure local SEO performance with analytics tools.

Books On Search Engines

10. How Google Works

by Eric Schmidt and Jonathan Rosenberg

“How Google Works” by ex-Google execs Schmidt and Rosenberg offers an insider’s view of the search giant. While not focused on SEO, it provides valuable insights for digital marketers and business leaders.

The book offers practical advice and real-world examples applicable to businesses of all sizes.

Understanding Google’s philosophy can inform more effective, customer-focused digital marketing strategies.

Reasons to read:

• Get an insider’s view of Google’s success principles.
• Understand how to create a user-centric business strategy.
• Discover ways to foster innovation and experimentation in your organization.
• Gain insights into data-driven decision-making processes.

11. Entity-Oriented Search

by Krisztian Balog

“Entity-Oriented Search” by Krisztian Balog is a deep dive into modern search engine tech. It focuses on entities, knowledge graphs, and semantic search and is aimed at readers with a background in information retrieval (IR).

A key strength is its coverage of cutting-edge research, like neural entity representations and knowledge-based language models. While tech-heavy, it touches on applications in QA, recommender systems, and digital assistants and discusses future trends.

It’s essential reading for IR, natural language processing (NLP), and artificial intelligence (AI) pros seeking in-depth knowledge of modern search engines.

Reasons to read:

• Deep dive into entity-oriented and semantic search tech.
• Research on knowledge graphs and semantic understanding.
• A detailed look at entity extraction, linking, and ranking algorithms.
• Insights on neural entity representations and knowledge-based language models.
• Expert knowledge from a renowned IR and search engine specialist.

Conclusion: Choosing Your Next Book

These 11 SEO books have got you covered – whether you’re a beginner or a seasoned pro.

For beginners, “SEO for Beginners” and “The Art of SEO” are solid starter packs that’ll teach you the SEO fundamentals.

As you level up, books like “Entity SEO” and “Product-Led SEO” explore more advanced topics like optimizing for entities and aligning SEO with business goals.

Several books focus on specific areas:

• “Local SEO Secrets” is a must-read if you’re targeting local customers.
• “Ecommerce SEO Mastery” zeroes in on ecommerce SEO.
• “The Link Building Book” is your starting point to master link building.

On the technical side, “Entity-Oriented Search” dives deep into semantic search and cutting-edge search engine tech. “How Google Works” gives you the inside scoop on Google’s mindset.

The key is picking books that match your skill level and areas of interest. Whether you want to learn SEO from scratch, level up your game, or specialize, there’s a book for you.

The Amazon links in this post are not affiliate links, and SEJ does not receive compensation when you click or make a purchase through these links.

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